Denise is conducting a study related to consumer loyalty towardthree different retail formats (i.e., department stores, specialtystores, and off-price retailers). After gathering backgroundinformation, she decides to focus the study on three researchstreams; retail service quality, consumer satisfaction, andconsumer loyalty. Denise is interested in identifyingfactors (i.e., retail service quality) that may contribute toconsumer satisfaction and consumer loyalty toward theseretailers. According to the literature, consumersatisfaction is a uni-dimensional construct andconsumer loyalty consists of two dimensions; word-of-mouthand behavioral intention.
Hi! I am looking for a response regarding how best to identifyfactors that contribute to the two variables, customer satisfactionand customer loyalty in the following:
Construct the null and alternative hypothesis
What are the dependent and independent variables
What statistical test would you run in SPSS
