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8/14/2019 Customer Satisfaction as a Predictor of Customer Advocacy
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Customer Satisfaction as a Predictor ofCustomer Satisfaction as a Predictor of
Customer Advocacy and Negative WordCustomer Advocacy and Negative Wordof Mouth : A Hotel Industry Studyof Mouth : A Hotel Industry Study
Source: Business Journal From ForeSource: Business Journal From Fore
Presented by:Presented by:
Shreyas LasteShreyas Laste
Roll No : 28Roll No : 28
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IntroductionIntroduction
A satisfied person is going to tell 6 peopleA satisfied person is going to tell 6 people
and a dissatisfied person is going to tell 13and a dissatisfied person is going to tell 13
peoplepeople
Customer Advocacy has proved to be mostCustomer Advocacy has proved to be mostpowerful tools for marketing andpowerful tools for marketing and
companiescompanies
This study is to find relation of customerThis study is to find relation of customer
satisfaction with customer advocacy andsatisfaction with customer advocacy and
negative word of mouth in hotel industrynegative word of mouth in hotel industry
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ObjectivesObjectives
To develop and standardize aTo develop and standardize ameasure in hotel industry formeasure in hotel industry forcustomer satisfaction, customercustomer satisfaction, customer
advocacy and negative word ofadvocacy and negative word ofmouthmouth
To evaluate the underlying factor inTo evaluate the underlying factor in
hotel industry for customerhotel industry for customersatisfaction, customer advocacy andsatisfaction, customer advocacy andnegative word of mouthnegative word of mouth
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ContinuedContinued
To evaluate the relationship betweenTo evaluate the relationship between
customer satisfaction and customercustomer satisfaction and customer
advocacyadvocacy
To evaluate the relationship betweenTo evaluate the relationship between
customer dissatisfaction andcustomer dissatisfaction and
negative word of mouthnegative word of mouth
To open new vistas for furtherTo open new vistas for further
researchresearch
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MethodologyMethodology
ExploratoryExploratory
Population: The population is hotel industry ofPopulation: The population is hotel industry ofGwalior RegionGwalior Region
Sample size: 100 CustomerSample size: 100 Customer
Sampling Elements: The sampling element wasSampling Elements: The sampling element wasthe individual customer of hotel industries ofthe individual customer of hotel industries of
Gwalior RegionGwalior Region
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Tools for Data Collection: SelfTools for Data Collection: Self
designed questionnaire on scale ofdesigned questionnaire on scale of
1 to 5.1 to 5.
Tools for Data Analysis:Tools for Data Analysis:
> Internal consistency test> Internal consistency test
> Reliability and Validity test> Reliability and Validity test> Factor analysis> Factor analysis
> Regression test> Regression test
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Internal Consistency test:Internal Consistency test:
Iterative item to TC was applied onIterative item to TC was applied onthe response received fromthe response received from
consumer of hotel industryconsumer of hotel industry
Items having higher coefficient valueItems having higher coefficient valuethan the cut off value were retainedthan the cut off value were retained
for further analysisfor further analysis
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ITEMS COMPUTED CORRELATION VALUE
Lighting 0.34345
Furniture 0.46785
Dcor 0.36587
Impression 0.36217
Safety 0.43009
Delicious 0.50359
Hospitable 0.36784
Competence 0.42345
Politeness 0.54567
Interest 0.32409
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Reliability test:Reliability test:
> It was applied on customer satisfaction,> It was applied on customer satisfaction,
advocacy and negative word of mouthadvocacy and negative word of mouthmeasure using SSPS and value ofmeasure using SSPS and value of
Cronbach Alpha was found to be 0.0892Cronbach Alpha was found to be 0.0892
Validity test:Validity test:> Questionnaire was checked through face> Questionnaire was checked through face
validity method and was very highvalidity method and was very high
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Factor analysis:Factor analysis:
Principal factor analysis with VarimaxPrincipal factor analysis with Varimaxrotation and Kiser normalization wasrotation and Kiser normalization was
applied.applied.
The details is shown asThe details is shown as
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Factor Name Eigen value Variable convergence Loading Value
Total % of variance
Percieved substandar 8.052 22.366 Standard not mntd 0.88
Staff not trained 0.852
Difficult to access 0.774
Service inadequate 0.759
Below expection 0.682
Good ambience 7.570 21.027 Good furniture 0.857
Good dcor 0.797
Good lighting 0.781
Positive impression 0.607
Delicious food 0.509
Warm Hospitality 2.847 7.909 Willingness 0.739
Security 0.645
Respectful treatment 0.626
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Regression analysis:Regression analysis:
Satisfaction and advocacySatisfaction and advocacy
Its calculated by taking totalIts calculated by taking totalcustomer satisfaction and advocacycustomer satisfaction and advocacy
by using SSPS software.by using SSPS software.
CS is independent and advocacy isCS is independent and advocacy isdependent variable and regression isdependent variable and regression is
calculatedcalculated
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Model Unstandardized co-eff Standardized co-eff T Sig
B Std. Error Beta
(constant) 29.375 5.557 5.267 0
VAR0001 0.480 0.084 0.5 5.712 0
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Regression analysis:Regression analysis:
Satisfaction and negative word of mouthSatisfaction and negative word of mouth
Its calculated by taking total customerIts calculated by taking total customer
satisfaction and negative word of mouthsatisfaction and negative word of mouthby using SSPS software.by using SSPS software.
CS is independent and advocacy isCS is independent and advocacy is
dependent variable and regression isdependent variable and regression iscalculatedcalculated
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Model Unstandardized co-eff
Standardized
co-eff T Sig Collinearity Statistics
B Std.
Error Beta Tolerance VIF
(constant) 54.150 9.4227 5.744 0
VAR0001 -0.122 0.142 -0.086 -0.859 0.392 1 1
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THANK YOUTHANK YOU