(Luận văn) antecedents and outcome of customer satissfaction, a study of vietnamese customers in the mobile telecom industry

UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad y th ju VAN THI YEN NHI yi pl n ua al va n ANTECEDENTS AND OUTCOME OF CUSTOMER SATISFACTION: A STUDY OF VIETNAMESE CUSTOMERS IN THE MOBILE TELECOM INDUSTRY ll fu oi m at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS (Honours) n a Lu n va y te re th Ho Chi Minh City – Year 2012 UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad y th ju VAN THI YEN NHI yi pl al n ua ANTECEDENTS AND OUTCOME OF CUSTOMER SATISFACTION: A STUDY OF VIETNAMESE CUSTOMERS IN THE MOBILE TELECOM INDUSTRY n va ll fu oi m at nh z z k jm ht vb ID: 60340102 om l.c gm MASTER OF BUSINESS (Honours) n a Lu SUPERVISOR: Dr NGUYEN THI MAI TRANG n va y te re th Ho Chi Minh City – Year 2012 t to ng hi ep ABSTRACT w n lo ad Customer retention is a concept gaining more and more attention in today’s business ju y th when loyal customers are considered as essential components to organizational success Therefore, corporations, strive to identify and manage effective methods to yi pl retain their customers more and more Customer retention will lead the company of al n ua having more loyal customers and as a result more profit and market share va The effect of switching barrier, customer satisfaction, environmental dynamism, etc on n ll fu customer retention has been shown in numerous studies However, the effect of oi m components, factors of switching barrier on customer satisfaction and customer nh retention that have been subject to much less attention from researchers Especially, not at enough studies have been conducted on subject of the mobile telecommunication z z services industry in Vietnam ht vb jm The present research studied switching cost, investment in the relationship, k attractiveness alternative and interpersonal relationship of switching barriers and theirs gm relationships with customer satisfaction and retention in the Vietnam mobile om l.c telecommunication market Besides, to identify variables that influence customer satisfaction and retention based on literature and will to carry out an empirical analysis, a Lu according to the collected questionnaires, to evaluate and apply the proposed model in n n va the Vietnam mobile market y te re Keywords: Switching barriers, switching cost, investment relationship, attractiveness alternative, interpersonal relationship, customer satisfaction, customer retention th t to ng hi ACKNOWLEDGEMENT ep w It is a pleasure to thank the many people who made this thesis possible n lo ad This thesis is a result of months of work in which I have been accompanied and y th supported by many people It is fantastic that I now have the opportunity to express my ju gratitude and sincere thanks to them all yi pl The first person I would like to thank is my direct supervisor, Dr Nguyen Thi Mai al n ua Trang Her enthusiastic and integral view on research has made a deep impression on n va me I owe her a lot of gratitude for having shown me this way of research and her great ll fu efforts to explain things clearly and simply m oi I would also like to thank the faculty of ISB International Institute – University of at nh Economic Ho Chi Minh City And especially, I am deeply grateful Professor Nguyen Dinh Tho PHD., who have shown me this way of research and been great efforts to z z explain things clearly and simply, through the Research Design for Master Thesis jm ht vb subject and Data analysis by SPSS k I feel deep sense of gratitude for the leaderships of VNPT Dong Nai Company and gm especially Director Nguyen Minh Tam who have supported and got opportunities on om l.c my work and thesis a Lu I wish to thank my entire extended family and especially to my husband for their n providing a loving environment, support and encouragement throughout my entire life va n I dedicate this thesis to them y te re Dong Nai, November 2012 th Van Thi Yen Nhi t to ng hi ep TABLE OF CONTENTS w ABSTRACT n lo ACKNOWLEDGEMENT ad TABLE OF CONTENTS y th LIST OF TABLE ju LIST OF FIGURES yi pl CHAPTER I ua al INTRODUCTION n 1.1 BACKGROUND va 1.2 PROBLEM DIFINITION AND RESEARCH QUESTIONS 10 n ll fu 1.3 RESEARCH OBJECTIVES 12 oi m 1.4 DELIMITATION 13 nh 1.5 OUTLINE OF THE STUDY 14 at CHAPTER II 16 z LITERATURE REVIEW 16 z ht vb 2.1 MOBILE TELECOMMUNICATION IN THE WORLD 16 jm 2.2 MOBILE TELECOMMUNICATION IN VIETNAM 18 k 2.3 CUSTOMER RETENTION 21 gm 2.4 CUSTOMER SATISFACTION 23 om l.c 2.5 SWITCHING BARRIERS 24 2.6 SWITCHING COST 26 a Lu 2.7 INVESTMENT IN RELATIONSHIP 27 n 2.8 ATTRACTIVENESS ALTERNATIVES 27 va 2.9 INTERPERSONAL RELATIONSHIP 28 n 3.1 RESEARCH PURPOSE 34 th METHODOLOGY 34 y CHAPTER III 34 te re 2.10 RESEARCH MODEL AND HYPOTHESES 29 t to ng 3.1.1 Exploratory Research 34 hi ep 3.1.2 Descriptive Research 35 3.1.3 Explanatory Research 35 w n 3.2 RESEARCH APPROACH 36 lo ad 3.3 RESEARCH PROCESS 37 y th 3.4 MEASUREMENT SCALES 41 ju 3.5 SAMPLING METHOD 45 yi 3.5.1 Target Population and Sampling method 45 pl ua al 3.5.2 Sample Size 45 3.6 MAIN SURVEY AND DATA COLLECTION 46 n va 3.7 DATA ANALYSIS METHODS 46 n 3.7.1 Exploratory Factor Analysis (EFA) 46 fu ll 3.7.2 Reliability Analysis 47 m oi 3.7.3 Multiple Regression Analysis 47 nh CHAPTER IV 49 at z DATA ANALYSIS AND FINDING 49 z 4.1 SAMPLE DESCRIPTION 49 vb jm ht 4.2 ASSESSMENT AND REFINEMENT OF MEASUREMENT SCALES 52 4.2.1 Cronbach Alpha Reliability Analysis 52 k gm 4.2.2 Exploratory Factor Analysis (EFA) 54 4.2.3 The revised conceptual model 57 l.c om 4.3 HYPOTHESES TESTING 59 4.3.1 Testing Assumptions of Multiple Regression 59 a Lu 4.3.2 Testing Hypotheses the impact Switching Barrier on Customer Satisfaction 60 n va 4.3.3 Testing Hypotheses the impact Customer Satisfaction on Customer Retention 61 n 4.3.4 Summary of the Hypotheses Testing Results 62 th 4.5.1 The Unexpected insignificance of the Negative Switching Barriers’ role 67 y 4.5 DISCUSSIONS OF THE FINDINGS 66 te re 4.4 ANOVA ANALYSIS- MLR WITH DEMOGRAPHIC INDEPENDENT VARIABLES 65 t to ng 4.5.2 The impact of the Positive Switching Barrier on Customer Satisfaction 68 hi ep CHAPTER V 68 CONCLUSIONS AND IMPLICATIONS 68 w n 5.1 CONCLUSIONS 68 lo ad 5.2 MANAGERIAL IMPLICATIONS 69 y th 5.3 IMPLICATIONS FOR FURTHER RESEARCH 71 ju REFERENCES 72 yi APPENDIX 1: A CONSOLIDATED DRAFT QUESTIONNAIRE 77 pl ua al APPENDIX 2: QUESTIONNAIRE 82 APPENDIX 3: TESTING THE ASSUMPTIONS OF MULTIPLE REGRESSION 85 n n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng hi ep LIST OF TABLES w n lo ad y th Table 3.1: Measurement scales 42 ju Table 4.1: Sample Characteristics 51 yi Table 4.2: Reliability Test Results 53 pl ua al Table 4.3: EFA Results 56 n Table 4.5: Coefficients – Switching Barrier and Customer Satisfaction 59 va Table 4.8: Coefficients- Customer Satisfaction and Customer Retention 62 n ll fu Table 4.9: Summary of Hypotheses Testing Results 63 oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng hi ep w LIST OF FIGURES n lo ad ju y th Figure 2.1: The Research model 32 Figure 3.1: Research Process 38 yi pl Figure 4.1: Revised conceptual Research Model 58 al n ua Figure 4.4: The Correlations of the Research Model 64 n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng hi CHAPTER 1: INTRODUCTION ep In the introductory chapter a background regarding the concept of customer w satisfaction and retention as well as the reasons why these concepts are highlighted n lo today and their importance in mobile telecommunication market is presented ad Furthermore, the problems that telecommunication companies face within this area will y th ju be discussed And finally, the importance of the design, implementation and evaluation yi of customer satisfaction and retention programs will be explained followed by the pl n va 1.1 Background n ua al research purpose and research questions, and also an overview of the whole thesis ll fu The increasing economic importance of telecommunications companies inspired nh research attention to this sector oi m many researchers, marketers and management scholars to devoted more teaching and at Since the 1990s, the telecommunications industry and services have become a z z dynamic key area for the economic development of industrialized nations This is the vb operators and the intense competition that has developed k jm ht result of enormous technical progress as well as of the increased number of network gm It has been figured out by previous researches that as markets become more competitive, companies are more likely to attempt to maintain their market share by l.c om focusing on satisfaction and retaining current customers It’s also obvious that when a Lu the competition and the cost of attracting new customer increase; companies n increasingly concentrate their strategic efforts on customer retention, therefore va maintaining customer long-term relationships becomes as an important mission for n th customer, the paradigm of mobile telecommunication services is now shifting from y Moreover, technology of mobile telecom evolving to meet high demand from te re business 78 t to ng IV INTERPERSONAL RELATIONSHIP (Kaveh et al., 2006) hi Please choose six for following statements ep 20.00 16.67 20.00 I would miss this mobile supplier If I switch suppliers 0.00 I will lose a friendly, communicate and comfortable relationship with my friends and this supplier If I change 16.67 13.33 I feel there is a bond between this supplier and myself I have developed a personal friendship with this supplier w n I would be more comfortable interacting with the people working for this supplier lo Agreed on statements but ad suggested to change “this supplier” to “the supplier X” ju y th I like the public image of this supplier yi This supplier cares about its customers 13.33 pl al ua V CUSTOMER SATISFACTION (Claes-Robert et al, 2003 & Kaveh et al., 2006) Please give comments on these following statements: n va This supplier meets all the requirements that I see reasonable n fu Agreed on all statements but Overall, I am satisfied with the offerings of this supplier ll suggested to change “this supplier” m I would encourage friends and relatives to business with this supplier to “the supplier X” oi at nh I am satisfied with this supplier z z VI CUSTOMER RETENTION (Claes-Robert et al, 2003 & Kaveh et al., 2006) Please choose six for following statements I plan to continue my relationship with my supplier in future I would recommend my service operator as the best service provider in the area jm vb If I had needed mobile services now, my supplier would be my first choice 16.67 I am very loyal to my supplier 16.67 I have said positive things about my supplier to others 3.33 The relationship with my supplier is important to me 13.33 I consider my supplier as my first choice for mobile service 0.00 ht 16.67 13.33 k gm - Suggested to change “plan to continue my relationship with my supplier in future” to “I intend to continue to be customer to the supplier X om l.c - Suggested to change “in the area” to “in Vietnam” a Lu - Suggested to add “It has been worthy, I am very loyal to the supplier X” n - Agreed to suggest changing “my supplier” to “the supplier X” n va 20.00 y te re Surely, I decide I have not switched to other suppliers - Newly developed as per suggestion of Ms Do Thi Lan Anh, responsibility of Marketing in VNPT Dong Nai Company th 79 t to ng hi APPENDIX ep QUESTIONNAIRE w n Ladies and Gentlemen, lo ad I have been a student of MBUS1-2010 course, the MBA program in English of y th University of Economics Ho chi Minh City – International School of Business ju yi We are currently conducting a research on “Key factors in switching barrier impact pl customer satisfaction” And then, we research on “Relationship between customer al n ua satisfaction and retention” in Mobile telecom service industry in Vietnam va We would like appreciate to you can save your time to answer this questionnaire All n feedbacks are very worthy to success in this research ll fu m oi PART A: INFORMATION OF MOBILE SERVICER SUPPLIERS: nh at Which the mobile telecom service supplier has you regularly used? (Please z choose only one answer) z vb MobileFone S-Fone VietnamMobile Vietteltelecom jm ht Vinaphone k GtelMobile gm (This mobile telecom supplier will be referred from now in this survey as the supplier X) om l.c Which type of use you get mobile telecom service, now? Pay after y th > 10 years te re -10 years - years n 3-5 years months -1 year va < months n How long have you been used mobile service of the supplier X? a Lu Prepaid 80 t to ng PART B: MAIN INFORMATION: hi ep Please read each of the following statements carefully and get the level of your agree or disagree by circle the number that best reflects w n 1: Very strongly disagree; lo ad 5: Agree; y th 3: Disagree; 6: Strongly agree; 7: Very strong agree Questions 4: Neutral; Level measurement ju Switching Cost 2: Strongly disagree; yi 7 7 7 jm 7 a Lu In general, switching to new service provider would be a hassle It is difficult for me to use other suppliers I feel locked to the supplier X It takes a lot of time to get information about other suppliers I will be lost the ID mobile number from the supplier X If I change pl n ua al n va ll fu oi m nh Investment in Relationship I would spend a lot of money on switch from the supplier X to another I would spend a lot of time on switch from the supplier X to another I would spend a lot of effort on switch from the supplier X to another Prices to invest to use service of other supplier are higher at z z ht vb k 10 I trust on quality of the supplier X than other suppliers om l.c gm Attractiveness of Alternative 11 If I were choose another supplier I not know what I will get 12 I not care about the brand name of the service of the supplier X 13 I am very likely to switch to another service provider 14 If I change, there is a risk that the new service provider won’t be as good as services of the supplier X n va n y te re th 81 t to ng hi Interpersonal Relationship ep 15 I would be more comfortable interacting with the people working for the supplier X 17 I will lose a friendly, communicate and comfortable relationship with my friends and the supplier X If I change 18 I like the public image of the supplier X 19 The supplier X cares about its customers 7 7 7 7 7 I have developed a personal friendship with the supplier X w 16 n lo ad ju y th yi Customer Satisfaction pl The supplier X meets all the requirements that I see reasonable 21 Overall, I am satisfied with the offerings of the supplier X I would encourage friends and relatives to business with the supplier X I am satisfied with the supplier X n ua al 20 va 22 n ll fu 23 I intend to continue to be customer to the supplier X If I had needed services now, The supplier X would be my first choice I would recommend the supplier X as the best mobile service provider in Vietnam oi 24 m Customer Retention nh 25 at z 26 z 29 Surely, I decide I have not switched to other suppliers Female Age: < 20 20-40 40-50 Income (million dong): – 10 10-15 15 va Education: Below than high school diploma High school diploma Associate degree Master degree and upper y te re Bachelor degree n > 50 n Male a Lu Gender: om l.c gm PART C: GENERAL INFORMATION: k It has been worthy, I am very loyal to the supplier X jm 28 ht The relationship with the supplier X is important to me vb 27 th Thank you so much for your kind support! 82 t to ng hi B NG KH O SÁT ep w Xin chào Anh (Ch ), Tôi sinh viên l p MBUS1, chuong trình th c si t o b ng ti ng Anh c a Tru ng n lo ad Ð i h c Kinh t Thành ph H Chí Minh y th Hi n nay, Tơi dang th c hi n cu c nghiên c u v nhân t rào c n chuy n ju d i nhà m ng cung c p, tác d ng d n s hài lịng khách hàng T dó, nh m tìm hi u yi pl m i quan h gi a s hài lòng khách hàng vi c gi khách hàng linh v c vi n ua al thông di d ng t i Vi t Nam n R t mong Anh (Ch ) dành th i gian th c hi n b ng kh o sát bên du i T t c , nh ng ý va n ki n c a Anh (Ch ) d u có ý nghia v i s thành cơng c a nghiên c u ll fu m Thông tin v m ng d ch v di n tho i di d ng: oi A nh t (ch n 01 tr l i)? at nh Hi n t i, Anh (Ch ) dang s d ng m ng di n tho i di d ng thu ng xuyên z z MobileFone S-Phone VietNam Mobile Vietteltelecom jm ht vb Vinaphone Gtel Mobile k gm (Nhà m ng di n tho i di d ng du c ký hi u m ng di d ng X cho câu tr l i l.c sau) om Anh (Ch ) dang s d ng di n tho i di d ng theo hình th c tr tru c hay tr n va Tr sau n Tr tru c a Lu sau? T d n nam T tháng d n nam T d n 10 nam T d n nam > 10 nam th < tháng y te re Anh (Ch ) dã s d ng m ng di d ng X du c bao lâu? 83 t to ng B N i dung chính: hi ep Anh (Ch ) vui lòng cho bi t m c d d ng ý hay khơng d ng ý c a v phát bi u du i dây, b ng cách khoanh tròn vào m t l a ch n thích h p cho m i n i dung w 2: Hoi khơng d ng ý; n 1: Hồn tồn khơng d ng ý; lo ad 4:Trung hịa (khơng có ý ki n); 5: Hoi d ng ý; 3: Khơng d ng ý; 6: Ð ng ý; 7: Hồn toàn d ng ý y th Các ch tiêu dánh giá M c d d ng ý ju Chi phí chuy n m ng di d ng yi 7 Tôi s th c hi n cam k t gi a m ng di d ng X 7 va Tôi s ph i m t nhi u th i gian d có du c thơng tin v nhà m ng di d ng khác N u chuy n m ng, s m t s di d ng c a nhà m ng X n ll fu oi m n ua al Tôi c m th y chuy n sang s d ng m ng di d ng khác m t v n d phi n ph c Tơi s g p nhi u khó khan s d ng s di n tho i, thi t b di d ng c a nhà m ng khác pl Chi phí vi c d u tu t o m i quan h thông tin 7 Tôi s m t nhi u th i gian d chuy n sang s d ng m ng di d ng khác Tôi s ph i m t nhi u công s c d t o l i m i quan h , h p tác v i nhà m ng di d ng khác Nói chung, chi phí cung nhu giá c d d u tu chuy n sang s d ng m ng di d ng khác cao 7 7 l.c at Tôi s m t nhi u ti n chuy n sang s d ng m ng di d ng khác gm nh z z S thu hút khách hàng c a m ng vi n thông di d ng Tôi r t tin tu ng ch t lu ng d ch v di d ng c a nhà m ng X 7 1 2 3 4 5 6 7 n Nh ng m i quan h , h p tác liên quan d n nhà m ng di d ng va T i r t thích mu n chuy n sang nhà m ng di d ng khác Tơi khơng thích rui ro s d ng m ng di d ng khác a Lu 13 14 om 12 Giã s , n u bây gi Tơi có th ch n m ng di d ng khác, th t s Tôi không bi t s ch n nhà m ng Tôi không quan tâm d n thuong hi u c a nhà m ng di d ng X 11 n 10 k jm ht vb 16 Tôi th t s an tâm ti n l i giao ti p công vi c qua m ng di d ng X y Tôi s ti p t c phát tri n m i quan h h p tác v i nhà m ng di d ng X te re 15 th 84 t to ng hi ep Tôi s b l m t di nhi u thông tin, m i quan h h p tác công vi c, b n bè, d i tác N u Tôi chuy n sang m ng di d ng khác 18 Tôi th t s n tu ng r t thích hình nh thuong hi u, chuong trình ho t d ng xã h i, c ng d ng c a m ng di d ng X Nhà cung c p d ch v di d ng X quan tâm cham sóc khách hàng r t t t 7 17 w n 19 lo ad S hài lòng khách hàng y th M ng di d ng X dáp ng yêu c u mong d i c a Tôi 21 Tơi hài lịng v i nh ng mà nhà m ng di d ng X dã cung c p h p tác v i Tôi su t th i gian qua 22 Tôi s gi i thi u khuy n khích b n bè, ngu i thân s d ng m ng di d ng X 23 Tơi hài lịng v i m ng di d ng X 7 7 ju 20 yi pl n ua al va n Nh ng m i quan h trung thành - Gi khách hàng Tôi s ti p t c khách hàng c a m ng di d ng X Gi s , n u Tơi c n có nhu c u s d ng d ch v di d ng, Tôi v n ti p t c ch n m ng di d ng X Tôi s tin tu ng d ng ý r ng: “m ng di d ng X m ng di d ng t t nh t t i Vi t Nam” Theo Tôi, m i quan h h p tác v i m ng di d ng X r t quan tr ng c n thi t ll fu 24 oi m 25 at z 27 nh 26 z M ng di d ng X x ng dáng có du c s trung thành c a Tôi 29 Tôi nh t d nh không chuy n sang m ng di d ng khác jm ht vb 28 k C Tru c k t thúc, xin Anh (Ch ) vui lòng cho bi t m t vài thông tin cá nhân: Ð tu i: Du i 20 20-40 Thu nh p c a Anh (Ch ) 01 tháng: 10-15 tri u > 15 tri u va -10 tri u Trên 50 n < tri u 40-50 a Lu N om Nam l.c Gi i tính: gm Trình d : n Ð ih c Trên Ð i h c Trung c p, Cao d ng th Xin chân thành cám on Anh (Ch ) v s h p tác giúp d ! y T t nghi p PTTH te re Chua t t nghi p PTTH 85 t to ng hi APPENDIX ep Testing the Assumptions of Multiple Regression w n lo ad Table 4.4: Correlations Matrix y th Correlations ju yi SWITCHING pl SATISFACTION RETENTION ATTRACTIVENES Pearson CUSTOMER Pearson RETENTION Correlation 395 ** 391 ** 521 ** 442 ** 428 ** 447 ** 440 ** 777 ** 749 ** 787 ** k om l.c gm ** Correlation is significant at the 0.01 level (2-tailed) jm Correlation ** ht SATISFACTION 428 vb Pearson ** z CUSTOMER 472 ** z Correlation 480 at RELATIONSHIP ** nh Pearson 433 oi INTERPERSONAL ** m Correlation 186 ll Correlation fu RELATIONSHIP n Pearson N= 200 RELATIONSHIP CUSTOMER va INVESTMENT S ALTERNATIVES RELATIONSHIP S ALTERNATIVES CUSTOMER n Correlation ua Pearson ATTRACTIVENES INTERPERSONAL al SWITCHING COST COST INVESTMENT n a Lu n va y te re th 86 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 87 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m nh at Figure 4.2 Customer satisfaction (MCSAT)- Histogram, Normal Probability Plot, z Scaterplot z k jm ht vb om l.c gm n a Lu n va y te re th 88 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y th Scartterplot te re Figure 4.3 Customer Retention (MCRET) - Histogram, Normal Probability Plot, 89 t to ng Table 4.6: Testing results the impact of Switching Barrier (Switching Cost, Investment hi ep Relationship, Attractive Alternatives and Interpersonal Relationship) on Customer Satisfaction w n Change Statistics lo ad R Square 803 a ju R y th Model Adjusted R Std Error of R Square Square the Estimate Change 645 638 73541 F Change df1 645 88.526 df2 Sig F Change 195 000 yi a Predictors: (Constant), Switching Cost, Investment Relationship, Attractiveness Alternatives, Interpersonal Relationship pl ua al b Dependent Variable: Customer Satisfaction ANOVA c n va Sum of Squares df n Model Total 296.969 47.877 195 541 Sig 88.526 000 a 199 at nh 105.460 F oi Residual m 191.508 ll Regression Square fu Mean z z Table 4.7 Testing results for the impact of Customer Satisfaction on Customer Retention R Square a 619 Std Error of the Estimate k 787 Adjusted R Square jm R b ht Model vb Model Summary 617 72656 gm a Predictors: (Constant), Customer satisfaction ANOVA om l.c b Dependent Variable: Customer Retention b a Lu Sum of df Mean Square 169.694 Residual 104.523 198 528 Total 274.217 199 a th b Dependent Variable: Customer Retention 000 y a Predictors: (Constant), Customer Satisfaction 321.454 te re 169.694 Sig n Regression F va Squares n Model 90 t to ng Table 4.10 Multiple Linear Regression – Coefficients hi ep on Customer Satisfaction of demographic factors w Coefficientsa n lo ad pl Switching Cost yi (Constant) Standardized Coefficients Coefficients B ju y th Model Unstandardized 308 -.016 047 -.020 231 n Attractiness Alternatives Beta 411 ua al Investment Relationship Std Error Collinearity Statistics t Sig Tolerance VIF va 1.337 183 -.018 -.350 726 654 1.528 055 -.019 -.372 710 695 1.440 051 242 4.520 000 630 1.586 057 690 12.862 000 629 1.590 160 052 1.036 302 713 1.403 -.037 -.758 449 773 1.293 765 445 -.014 -.267 789 646 1.548 -.024 -.466 642 680 1.471 235 4.384 000 633 1.579 13.148 000 637 1.570 201 858 1.166 677 1.478 681 1.468 730 YEAR1 166 YEAR2 -.090 119 236 308 Switching Cost -.013 047 Investment Relationship -.026 055 Attractiness Alternatives 224 051 Interpersonal Relationship 743 056 702 AGE1 174 135 059 (Constant) 124 345 Switching Cost -.018 046 Investment Relationship -.013 Attractiness Alternatives n Interpersonal Relationship ll fu oi (Constant) m at nh z z jm ht vb 1.282 k 359 720 -.020 -.392 696 056 -.012 -.241 810 228 051 239 4.423 000 Interpersonal Relationship 732 058 692 12.524 000 599 INCOM1 330 229 134 1.439 152 210 INCOM2 218 233 086 936 351 217 4.615 INCOM3 249 255 071 976 330 348 2.877 om l.c 627 1.594 a Lu 1.670 n 4.767 n va y te re a Dependent Variable: Customer Satisfaction gm th 91 t to ng hi ep Standardized Coefficients Coefficients Unstandardized w B n Model lo (Constant) ad Switching Cost Std Error Collinearity Statistics Beta 354 -.023 045 -.014 227 Sig Tolerance VIF 593 554 -.026 -.511 610 696 1.436 056 -.013 -.243 808 670 1.492 051 238 4.451 000 633 1.579 057 681 12.723 000 631 1.585 238 057 645 520 233 4.293 126 1.438 152 237 4.224 1.703 090 -.626 532 700 1.429 -.206 837 696 1.438 4.100 000 604 1.657 000 641 1.560 950 1.053 y th 210 t ju Investment yi Relationship pl Attractiness n 153 EDU2 322 (Constant) 467 274 -.029 046 -.011 055 215 052 225 738 056 698 13.089 -.099 109 -.040 -.906 453 297 -.031 047 -.011 -.035 -.677 499 057 -.011 -.200 842 654 226 051 237 4.397 000 629 1.589 733 058 692 12.645 000 611 1.638 -.027 130 -.010 -.210 834 840 1.191 674 1.483 1.530 n n va y te re th TYPED 129 a Lu Relationship 1.523 om Interpersonal 366 l.c Alternatives gm Attractiness k Relationship jm Investment ht Switching Cost vb (Constant) z GEND -.011 z Relationship -.032 at Interpersonal nh Alternatives oi Attractiness m Relationship 224 ll Investment fu EDU1 Switching Cost 720 va n Relationship ua Interpersonal al Alternatives 92 t to ng Table 4.11 Multiple Linear Regression – Coefficients hi ep on Customer Retention of demographic factors w Coefficients n lo ad yi Customer Satisfaction pl YEAR1 Collinearity Coefficients Coefficients Statistics 228 762 043 -.138 t Sig Tolerance VIF 5.420 000 793 17.679 000 948 1.054 148 -.045 -.931 353 807 1.240 135 116 057 1.162 247 789 1.267 221 7.995 000 1.765 741 041 771 18.258 000 993 1.007 -.180 -4.267 061 993 1.007 5.342 000 761 18.420 000 967 1.035 -.109 -1.237 218 213 4.690 1.632 104 219 4.567 1.311 191 348 2.872 969 1.032 742 243 4.111 196 241 4.143 n va Customer Satisfaction Beta 1.238 ua (Constant) Std Error al YEAR2 Standardized n (Constant) ju Unstandardized B y th Model a AGE1 -.510 fu (Constant) 1.357 254 732 040 INCOM1 -.257 208 INCOM2 346 212 142 INCOM3 305 232 090 1.246 273 732 042 762 17.443 EDU1 -.074 226 -.029 -.329 EDU2 280 216 114 1.297 1.277 209 Customer Satisfaction 757 042 GEND 041 105 1.385 231 752 043 -.088 118 119 ll oi at nh Customer Satisfaction m z z 788 17.863 000 017 392 696 6.000 000 782 17.637 000 981 1.019 -.033 -.741 460 981 1.019 993 1.007 993 1.007 n n va y te re th a Dependent Variable: Customer Retention 000 a Lu TYPED 6.116 om Customer Satisfaction l.c (Constant) 000 gm (Constant) 000 k 4.558 jm Customer Satisfaction ht (Constant) vb