Microsoft Word CONTENT doc MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY NGUYỄN THỊ PHƯỢNG KHÁNH MASTER’S THESIS In Finance Banking Ology Code 60 31 12 Supervisor Associate[.]
MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS- HOCHIMINH CITY ng hi ep w n lo ad y th ju NGUYỄN THỊ PHƯỢNG KHÁNH yi pl n ua al n va ll fu oi m nh MASTER’S THESIS at z z ht vb k jm In Finance- Banking Ology Code: 60.31.12 om l.c gm n a Lu Supervisor Associate Professor Ph.D NGUYỄN MINH KIỀU n va y te re th Ho Chi Minh City -2010 TABLE OF CONTENT LIST OF FIGURES i LIST OF TABLES .ii ng LIST OF ABBREVIATION .iii hi ep ABSTRACT iv w CHAPTER : INTRODUCTION n lo 1.1 Rational of the study 1.2 Statement of the problem .2 1.3 Research Objective 1.4 Research question 1.5 Scope and limit of the research 1.6 Research methodology 1.7 The structure of the research ad ju y th yi pl ua al n CHAPTER : LITERATURE REVIEW va n 2.1 Vietnam retail banking sector 2.2 Customer satisfaction 2.2.1 Expectation of customer 2.2.2 Definition of customer satisfaction 2.2.3 The importance and benefits of customer satisfaction 10 2.3 Customer Service quality 11 2.3.1 Customer service 11 2.3.2 Service characteristics 12 2.3.3 Service quality definition 12 2.3.4 Gap model of service quality 13 2.3.5 Measuring service quality .14 2.4 Customer satisfaction and service quality in banking sector .16 2.4.1 Customer satisfaction in banking sector .16 2.4.2 Service quality dimensions in banking sector .16 ll fu oi m at nh z z ht vb k jm l.c gm om CHAPTER : RESEARCH DESIGN .20 n a Lu 3.1 Research model 20 3.1.1 Proposal of research model 20 3.1.2 Initial hypotheses 20 3.2 Research design 22 3.2.1 Research purpose 22 3.2.2 Research approach 22 3.2.3 Research process 23 3.3 Official research 24 3.3.1 Measurement scale 24 3.3.2 The questionaire design 26 3.3.3 Research sample 26 n va y te re th 3.3.4 Sampling .27 3.3.5 Size of sample .27 CHAPTER : DATA ANALYSIS AND FINDINGS .28 ng hi ep w n 4.1 Sample Characteristics .28 4.2 Statistical Results .30 4.2.1 Variables for measuring service quality 30 4.2.2 Variables for customer satisfaction .31 4.3 Data Analysis .32 4.3.1 Reliability evaluation through Cronbach’s Alpha 32 4.3.2 Evaluation the measurement scale by using Exploratory Factor Analysis 34 4.3.2.1 Some rules in EFA test .34 4.3.2.2 EFA for service quality .34 4.3.2.3 EFA for customer satisfaction 38 4.3.3 The adjusted research model .38 4.3.4 Modeling Testing 39 4.3.4.1 Correlation coefficient analysis 39 4.3.4.2 Regression Analysis 40 lo ad ju y th yi pl al n ua CHAPTER : CONCLUSIONS AND RECOMMENDATIONS 44 n va 5.1 Conclusions 44 5.2 Recommendations 45 5.3 Research limitation 47 ll fu oi m REFERENCE 48 APPENDIX .51 APPENDIX 1: Interview Customers 51 APPENDIX 1: Questionaire 52 APPENDIX 2: Vietnamese questionaire .56 APPENDIX 3: Cronbach's alpha analysis result 60 APPENDIX 4: Factor analysis result 62 at nh z z ht vb k jm om l.c gm n a Lu n va y te re th LIST OF FIGURES Figure 2.1 : The Benefits of customer satisfaction 11 ng hi Figure 2.2 : Model of service quality gaps (Parasuraman at el., 1985) .14 ep Figure 3.1 : Suggested research model 20 w Figure 3.2 : Research process 23 n lo ad Figure 4.1 : Adjusted research model 38 ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re th i LIST OF TABLES Table 2.1 : Quantity of banks from 1991 to 2009 ng hi Table 2.2 : Six dimensions of service quality .19 ep Table 3.1 : Summary of service quality factors and measurement scale 24 w n Table 3.2 : Overall customer satisfaction and measurement scale 26 lo ad Table 4.1 : Sample characteristics 29 y th ju Table 4.2 : Descriptive statistics of service quality measurement 30 yi pl Table 4.3 : Descriptive statistics of customer satisfaction measurement 31 al n ua Table 4.4 : Reliability test of service quality and customer satisfaction .33 n va Table 4.5 : First EFA analysis result of service quality 35 ll fu Table 4.6 : Final EFA analysis result of service quality .37 oi m Table 4.7 : Final EFA analysis result of customer satisfaction .38 nh Table 4.8 : Pearson correlation matrix 40 at z Table 4.9 : Model Summaryb .41 z vb ht Table 4.10 : ANOVAb 41 jm k Table 4.11 : Coefficientsa 42 om l.c gm n a Lu n va y te re th ii CHAPTER : INTRODUCTION ng hi 1.1 Rational of the study ep Financial institutions, particularly banking plays an important role in economic w development of almost countries in the world and Vietnam is not an exception n lo Vietnam banking industry has gained a significant growth in recent years a long with ad y th the socioeconomic development Many banks have been established or extended their ju range of activity by setting branches in nationwide and offered new services toward yi customer’s need Retail banking in Vietnam is one of the sectors getting more pl ua al attractive from domestic banks or even foreign banks with the potential market has not n been exploited full enough so far va n A lot of people among 86 million Vietnamese people have demands for retail ll fu banking services which are going up following the increasing income and the growth oi m of the country in recent years especially after Vietnam became a member of WTO at nh This is the chance as well as the challenge period for bankers in Vietnam to attract the new customers and retain the existing one The more customers banks have, the more z z profits they get vb ht Satisfying customers is the priority target in order to get the success of a firm jm k Customer satisfaction is one of the key factors in today’s highly competitive business gm world and is the most important factor for bankers to keep their current customers as om l.c well as appeal the new one In addition, retail banking industry is facing a stressful competition among a Lu domestic banks and foreign banks as the globalization and world integration n n va Therefore, banks should pay more attention to customer satisfaction to survive and y te re grow th 1.2 Statement of the problem Domestic banks have recognized the important to develop retail banking ng services for some time now They have invested in core banking software, applied new hi technology, established more branches, provided new services to get more customers ep In modern competitive environment, however, the increasing of distribution w channels set up from all banks, the products in this market are slightly different and the n lo new services provided are matched very quickly by competitors make banks in ad y th difficulty to create the differentiation Customer satisfaction is one of the main tools ju for banks to make and get competitive advantage yi pl In general, when customer is satisfied with provided services, the probability to ua al use this service again is increased and will lead to the positive advertising through n mouth advertising from this customer to others And vice versa, the unsatisfied va n customer usually switches to use another brand and give out the negative mouth ll fu advertising m oi There are many factors impact on customer satisfaction Customer satisfaction nh at is influenced by main factors such as price, product quality, service quality, personal z factor, situational factor, diversification and the unique of products z vb ht According to Lewis (1993), service quality is one of the effective means in k jm building a competitive position in service industry Service quality is an imperative gm element impact on customer satisfaction in banking industry Thus, bank management l.c tends to differentiate their products from competitors through service quality om This study examines determinants on customer satisfaction with focus on a Lu service quality dimensions of retail banking services in Vietnam commercial banks in n Ho Chi Minh City where is the center of developing economy, society and education n va in South Vietnam with a large number of population, almost banks and their branches y te re th 1.3 Research Objective The aims of this study as following: ng - To identify main factors of customer’s perception on customer service quality hi ep in Vietnam retail banking sector - To measure the effects of these key factors on the overall customer satisfaction w n in Vietnam retail banking sector lo To recommend some solutions to increase customer satisfaction ad - ju y th yi pl 1.4 Research question al What are the key factors of customer’s perception on service quality of retail va - n ua The study is set to answer following questions: n banking services in Vietnam commercial banks? ll fu How can these factors influence on customer satisfaction? - What the recommendations should be needed to improve customer satisfaction oi m - at nh z in Vietnam commercial banks? z ht vb k jm 1.5 Scope and limit of the research gm Due to the limited time, this research is conducted to the individual customers l.c who are now living in Ho Chi Minh City and using retail banking services of seven om Vietnam commercial banks in Ho Chi Minh City only The conclusions will be derived a Lu from this research are limited to Vietnam commercial banks and will be based on the n information of this result n va y te re th 1.6 Research methodology Secondary data ng Data was collected from annual Vietnam commercial banks reports, from hi ep internet, involved books and previous related research Primary data w n Qualitative research: This step is researching by in-depth interviews with lo ad customers in order to discover and adjust the service quality dimensions Thirty (30) y th customers are using retail banking services at commercial banks were interviewed ju yi directly through questions relating to which factors influence on their satisfaction pl when they use retail banking services at banks and which factors made them feel al n ua dissatisfaction Almost their opinions concentrate on factors including: tangibles, va service quality (showing through employee’s attitude, employee’s willing to help n customers), reliability (showing through employee’s ability to serve customers, fu ll provide exactly information and services as set time), empathy, technology, waiting m oi time, interest rate and transaction cost The result of this research is used for designing at nh the questionnaire used for official study z z Quantitative research: This step is researching by delivering questionnaire to vb ht individual customers of seven commercial banks in Ho Chi Minh City directly, via om l.c gm satisfaction through statistical software SPSS version 16.0 k jm email and internet The collected data is used for analyzing the level of customer 1.7 The structure of the research a Lu This research includes five chapters: n n va Chapter 1: Introduction th and limit of the research and research methodology y the research, statement of the problem, research objectives, research questions, scope te re This introduction gives an overall view of the research includes the rational of Chapter 2: Literature review This chapter gives a brief introduction about Vietnam retail banking industry ng and general view of theories related to customer satisfaction, five gaps of service hi quality, service quality and some results of previous studies about dimensions of ep service quality in banking sector w Chapter 3: Research Design n lo ad This chapter develops the research model and hypotheses In addition to, we ju y th focus on research process and methodology for data analysis yi Chapter 4: Data analysis and findings pl ua al This chapter illustrates the process of data analysis and shows the result of this research from that we can explore the result and discussion n va n Chapter 5: Conclusions and recommendations summarizes ll chapter fu This the most important findings, provides m oi recommendations on how to improve customer satisfaction on retail banking services at nh of Vietnam commercial banks Lastly, we show the limit of this research and suggest z for the further research z ht vb k jm om l.c gm n a Lu n va y te re th Pattern Matrixa Factor ng hi ep Emp.14 873 Emp.15 853 Emp.16 671 Emp.17 466 Ass.13 444 395 Sor.23 Ass.11 349 259 227 w n lo 586 Res.9 303 580 245 578 ad 351 ju 508 ua al Tan.20 842 n 669 va Tan.22 n Tan.21 626 fu Tan.19 420 ll Rel.1 227 786 oi m Res.6 502 nh Res.7 223 513 pl 404 249 547 yi Ass.12 y th Rel.2 -.230 607 Ass.10 Rel.3 230 646 Rel.5 Res.8 263 457 at z Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations z ht vb jm c Step k gm 905 1396.621 190 Sig .000 n a Lu df om Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square l.c KMO and Bartlett's Test n va y te re th 65 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Cumulative % Total hi ep 42.335 10.204 5.638 42.335 52.539 58.178 981 4.904 63.081 907 4.535 67.616 798 3.990 71.607 741 3.705 75.311 654 3.269 78.580 2.807 81.387 2.481 83.868 2.431 86.299 w 8.467 2.041 1.128 n ng y th 561 ju 10 ad lo 496 12 425 13 413 14 15 16 pl 486 yi 11 Rotation Sums of Squared Loadingsa Extraction Sums of Squared Loadings 88.423 2.064 90.487 386 1.932 92.418 352 1.762 299 1.494 17 258 1.290 96.965 18 230 1.152 98.117 19 212 1.060 99.177 20 165 823 100.000 n ua al 2.124 % of Variance 8.002 1.575 663 Cumulative % 40.012 7.877 3.314 Total 40.012 47.889 51.203 6.804 6.707 3.882 n va 94.180 ll fu 95.675 oi m at nh z Extraction Method: Principal Axis Factoring z a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance ht vb k jm om l.c gm n a Lu n va y te re th 66 Pattern Matrixa Factor ng hi ep Emp.14 942 Emp.15 878 Emp.16 704 Ass.13 611 w Ass.12 n 590 Ass.10 lo 546 ad Emp.17 435 789 639 pl Res.8 466 yi Ass.11 259 ju Rel.5 376 496 y th Res.9 386 553 al Rel.3 Res.6 ua 527 Rel.1 452 n 481 286 394 ll Res.7 fu 418 n 249 346 va Rel.2 853 Tan.22 610 229 415 z 596 at 240 Tan.19 nh Tan.21 oi m Tan.20 z Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations ht vb k jm gm d Step Sig .000 n va 171 n df a Lu 899 1306.820 om l.c KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square y te re th 67 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Cumulative % Total ng hi ep 7.992 2.041 1.121 42.065 10.741 5.901 42.065 52.806 58.707 935 4.921 63.627 906 4.768 68.396 763 4.014 72.410 741 3.898 76.308 652 3.433 79.741 522 2.748 82.489 2.611 85.100 2.424 87.525 2.234 89.759 2.035 91.794 1.984 93.778 w n y th 10 ad lo 496 Rotation Sums of Squared Loadingsa Extraction Sums of Squared Loadings ju 461 12 425 13 387 14 377 15 303 1.594 16 258 1.359 17 232 1.222 18 221 1.161 99.114 19 168 886 100.000 yi 11 % of Variance 7.532 1.574 660 Cumulative % 39.644 8.285 3.471 Total 39.644 47.929 51.400 6.380 6.218 3.757 pl n ua al 95.372 n va 96.731 ll fu oi m nh Extraction Method: Principal Axis Factoring 97.953 at a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance z z ht vb k jm om l.c gm n a Lu n va y te re th 68 Pattern Matrixa Factor ng hi ep Emp.14 934 Emp.15 876 Emp.16 700 Ass.13 592 Ass.12 569 224 Ass.10 531 393 w Emp.17 n 496 Res.9 454 lo 448 ad Rel.5 263 380 553 yi Rel.3 642 528 ju Res.8 y th Ass.11 775 pl Res.6 Rel.1 417 ua 242 226 al Rel.2 420 371 n 403 848 va Tan.20 n Tan.22 611 Tan.21 235 fu Tan.19 226 426 ll 607 oi m at nh z Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations z vb ht e Step k jm 153 Sig .000 om df l.c 895 1236.415 Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square gm KMO and Bartlett's Test n a Lu n va y te re th 69 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Cumulative % Total ng hi ep 7.685 1.933 1.116 42.695 10.737 6.200 42.695 53.431 59.632 917 5.096 64.727 872 4.845 69.572 746 4.142 73.714 701 3.893 77.608 622 3.456 81.064 508 2.821 83.885 2.588 86.473 2.413 88.886 2.337 91.223 2.105 93.328 1.719 95.047 w n y th 10 ad lo 466 ju 421 13 379 14 309 15 261 1.447 16 238 1.324 17 223 1.241 18 169 941 7.233 1.482 658 Cumulative % 40.183 8.235 3.653 Total 40.183 48.418 52.071 6.159 6.098 3.335 pl n ua al 96.494 n va 97.818 fu 100.000 oi Extraction Method: Principal Axis Factoring 99.059 m 12 % of Variance ll 434 yi 11 Rotation Sums of Squared Loadingsa Extraction Sums of Squared Loadings at nh a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance z z ht vb k jm om l.c gm n a Lu n va y te re th 70 Pattern Matrixa Factor ng hi ep Emp.14 910 Emp.15 891 Emp.16 724 Ass.13 540 227 Ass.12 510 280 Emp.17 497 w Ass.10 248 n 480 437 Rel.5 lo 773 ad Ass.11 590 572 404 490 yi Res.9 328 ju Rel.3 y th Res.8 671 pl Rel.2 456 al Res.6 Tan.21 245 212 873 n Tan.20 ua 386 602 n va Tan.22 590 oi m at nh Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations .425 ll 246 fu Tan.19 z z ht vb f Step 897 1168.290 Sig .000 om l.c 136 df gm Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square k jm KMO and Bartlett's Test n a Lu n va y te re th 71 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Cumulative % Total ng hi ep 7.375 1.906 1.108 43.382 11.210 6.517 43.382 54.592 61.109 902 5.304 66.413 808 4.754 71.167 746 4.386 75.553 629 3.699 79.252 520 3.059 82.311 471 2.771 85.082 2.719 87.800 2.487 90.287 2.267 92.554 1.932 94.486 1.660 96.147 w n y th 10 ad lo 462 ju 12 385 13 328 14 282 15 260 1.532 16 224 1.315 17 171 1.006 % of Variance 6.933 1.462 648 Cumulative % 40.782 8.601 3.810 Total 40.782 49.383 53.193 5.838 5.927 3.168 pl n ua al 97.679 n va 98.994 ll Extraction Method: Principal Axis Factoring 100.000 fu 423 yi 11 Rotation Sums of Squared Loadingsa Extraction Sums of Squared Loadings m oi a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance at nh z z ht vb k jm om l.c gm n a Lu n va y te re th 72 Pattern Matrixa Factor ng hi ep Emp.14 909 Emp.15 876 Emp.16 708 Emp.17 493 Ass.13 490 286 Ass.12 448 347 241 w Rel.5 n 717 Ass.11 lo 684 ad Res.8 344 545 505 pl Ass.10 596 yi Rel.2 605 ju Res.9 y th Rel.3 294 413 203 503 al Tan.20 ua 880 Tan.21 615 n 231 226 n Tan.19 588 va Tan.22 ll fu oi m Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations .427 at nh z g Step z ht vb Sig .000 om l.c 120 gm df k 896 1112.022 jm KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square n a Lu n va y te re th Total Variance Explained 73 Initial Eigenvalues Factor Total % of Variance Cumulative % Total hi ep 44.613 11.126 6.924 44.613 55.739 62.663 847 5.296 67.959 808 5.048 73.007 727 4.543 77.550 526 3.285 80.836 482 3.012 83.848 471 2.944 86.792 425 2.653 89.445 388 2.425 91.870 341 2.134 94.004 13 287 1.792 95.796 14 263 1.645 97.441 15 236 98.914 16 174 1.086 100.000 w 7.138 1.780 1.108 al ng n ju 12 y th 11 ad 10 lo Rotation Sums of Squared Loadingsa Extraction Sums of Squared Loadings yi pl 1.473 % of Variance 6.704 1.340 641 Cumulative % 41.902 8.377 4.006 Total 41.902 50.279 54.284 5.699 5.801 2.660 n ua va Extraction Method: Principal Axis Factoring n a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa ll fu nh 909 Emp.15 876 Emp.16 699 Emp.17 498 Ass.13 481 293 Ass.12 432 357 at Emp.14 z z 562 387 525 n a Lu 329 om 609 Ass.10 va 509 Tan.20 808 Tan.22 648 te re 238 n Tan.21 l.c 622 Res.9 Rel.2 Rel.3 gm 277 k 694 jm Ass.11 ht 726 vb 209 Rel.5 Res.8 oi m Factor 599 y th Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations 74 h Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 888 1018.685 ng df 105 Sig .000 hi ep Total Variance Explained w n Rotation Sums of Squared Loadingsa lo ad Factor Extraction Sums of Squared Loadings % of Variance Total y th Cumulative % 6.717 1.713 1.107 44.783 11.417 7.383 44.783 56.200 63.583 823 5.485 69.067 5.326 74.393 ju yi 799 620 78.529 525 3.503 82.032 477 3.181 437 2.913 10 415 2.767 ll 11 345 2.299 93.192 12 326 2.173 95.366 13 282 1.880 97.246 14 239 1.596 98.842 15 174 1.158 100.000 al ua pl Total Initial Eigenvalues 4.137 % of Variance Cumulative % 6.289 1.284 643 41.927 8.561 4.286 Total 41.927 50.487 54.773 5.262 5.500 2.736 n n va 85.213 fu 88.126 oi m 90.893 at nh z z vb ht Extraction Method: Principal Axis Factoring jm a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance k om l.c gm n a Lu n va y te re th Pattern Matrixa 75 Factor ng hi ep Emp.14 902 Emp.15 893 Emp.16 687 Emp.17 480 Ass.13 466 205 296 Rel.5 741 Ass.11 684 w Res.8 n 263 650 Rel.3 lo 646 ad Res.9 364 529 521 yi Tan.20 593 ju Rel.2 y th Ass.10 317 789 pl Tan.21 207 675 al 617 ua Tan.22 n Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations n va ll fu oi m at nh i Step z z KMO and Bartlett's Test df 91 000 k Sig jm 877 917.522 ht vb Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square om l.c gm n a Lu n va y te re th 76 Total Variance Explained Initial Eigenvalues Factor Total Extraction Sums of Squared Loadings % of Variance Cumulative % ng hi ep 6.187 1.702 1.105 44.190 12.160 7.893 44.190 56.350 64.242 815 5.820 70.062 758 5.411 75.474 4.420 79.894 510 3.640 83.534 461 3.292 86.825 418 2.986 89.812 2.673 92.485 2.410 94.894 2.063 96.957 w 619 n lo ad 374 ju 11 y th 10 337 14 183 1.733 98.690 1.310 100.000 ua 243 al 13 pl 289 yi 12 Rotation Sums of Squared Loadingsa Total % of Variance 5.760 1.275 639 Cumulative % 41.142 9.108 4.566 Total 41.142 50.250 54.815 4.707 5.055 2.595 n Extraction Method: Principal Axis Factoring va a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance n ll fu oi m Pattern Matrixa 498 212 Ass.11 682 261 653 l.c Rel.3 Res.8 gm 739 k Rel.5 jm Emp.17 ht 669 vb 859 Emp.16 z 886 Emp.14 z Emp.15 at nh Factor 641 592 Ass.10 370 529 Rel.2 a Lu 323 om Res.9 n 516 Tan.20 te re Tan.22 671 n 211 va 792 Tan.21 614 y Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations th j Step 10 77 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 870 852.265 df 78 Sig .000 Total Variance Explained ng Rotation Sums of Squared Loadingsa hi ep Initial Eigenvalues Factor w Total n 44.813 13.094 8.069 44.813 57.907 65.976 813 6.253 72.229 681 5.239 77.468 4.483 81.952 3.545 85.497 3.290 88.788 2.887 91.675 2.597 94.271 ad y th Extraction Sums of Squared Loadings Cumulative % 5.826 1.702 1.049 lo % of Variance 583 ju 461 428 375 10 338 11 299 2.299 12 262 2.015 13 184 1.414 yi Total % of Variance 5.411 1.269 606 Cumulative % 41.627 9.758 4.665 Total 41.627 51.385 56.050 4.888 4.197 2.462 pl n ua al 96.571 va n 98.586 100.000 ll fu Extraction Method: Principal Axis Factoring m oi a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa nh Ass.10 597 Rel.2 522 Emp.14 792 Emp.16 688 n 905 a Lu Emp.15 om 650 l.c Ass.11 657 gm Res.9 k 667 jm 682 Rel.3 ht Res.8 vb 728 z Rel.5 z at Factor 704 Tan.22 624 te re Tan.21 n 750 va Tan.20 y Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations th 78 Factor analysis result of satisfaction KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 727 193.225 ng df hi Sig .000 ep Total Variance Explained Initial Eigenvalues Factor Total w n lo ad % of Variance Extraction Sums of Squared Loadings Cumulative % Total 2.371 79.042 79.042 371 12.382 91.424 257 8.576 100.000 % of Variance 2.067 Cumulative % 68.891 68.891 y th Extraction Method: Principal Axis Factoring ju Factor Matrixa yi Factor n n va ll fu oi m Extraction Method: Principal Axis Factoring a factors extracted 11 iterations required ua 898 802 786 al Gen.25 Gen.24 Gen.26 pl at nh z z ht vb k jm om l.c gm n a Lu n va y te re th 79