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ES SPSS results
An SPSS data analysis was conducted to assess the reliability of customer delight and six independent variable constructs related to price, emotional appeal, technological affinity, retention capability, user friendliness, and design and features. Cronbach's alpha was calculated for each construct based on responses from 120 participants to multiple survey questions for each construct. The Cronbach's alpha for each construct was above 0.60, demonstrating good reliability and consistency in the data collected. Composite average scores were then calculated for each construct to be used in further correlation analysis.
ES SPSS results
- 1. SPSS Data Analysis Step1: Cronbach-alpha for Reliability analysis Sample size N= 120 DEPENDENT VARIABLE Customerer Delight Five questions were asked about the Customer delight construct and the Cronbach Alpha was calculated as .844. INDEPENDENT VARIABLES 1. Price
- 2. Four questions wereasked about the price construct. We have reverse scored the last item (PRICE_REV4). The Cronbach Alpha was calculated as .768. 2. Emotional Appeal There were three questions asked in this construct. We have reverse scored the first two questions (REV_EA1, REV_EA2) to align them in favour of the dependent variable. The Cronbach Alpha was calculated as .820. 3. Technological affinity Here, the Cronbach alpha results are fine. 4. Retention capability
- 3. There were threequestions asked in this construct. We have reverse scored the second question (REV_EA2) to align it in favour of the dependent variable. The Cronbach Alpha was calculated as .833. 5. User friendliness There were four questions asked in this construct. We have reverse scored the fourth question (UF_REV4) to align it in favour of the dependent variable. The Cronbach Alpha was calculated as .770. 6. Design and features There were three questions asked in this construct. The Cronbach Alpha was calculated as .889. The Cronbach alpha for each individual construct of dependent and independent variable is greater than 0.60 which suggests that the collected data is reliable and consistent. Thus, we can perform further analysis on this data.
- 4. Each construct comprisedof 4-5 items so a composite average score was calculated for all dependent and independent variables constructs. These average values were used in calculating the correlation among variables.