Assignment 1 Data analysis and written report

Perceived service qualities of any customer related organisation are central component of maintaining satisfactory relationships. Perceived service qualities determine if the customers will be satisfied and eventually be loyal to the company. This is important because services are difficult to evaluate prior to purchase and, in certain cases, even after purchase. Every customer service encounter has the potential to yield an implicit judgement related to the qualities of that experience.

A number of airlines have engaged M&R Analytics, a marketing research company, to gauge the perceived service qualities of its airline passengers in Western Australia. Specifically, the objectives are to know the answers to the following research questions.

How do the airline passengers evaluate perceive service qualities of the airline service encounters? Does the airline passengers' perceived service qualities influence their satisfaction with the airlines? M&R Analytics developed a questionnaire and distributed it to a sample of airline passengers in Western Australia. 201 airline passengers responded to the survey, however, after editing and cleaning the collected responses, 190 responses were deemed useable for further analysis.

The questionnaire asked the respondents to indicate their level of agreement and disagreement to a series of statements focusing various aspects of service qualities of their airline travel experience. The survey collected information on the following 6 (six) statements to measure perceived service qualities of different airlines:

Airline employees are courteous and kind (Helpfulness) Airline employees are able to assist you with any questions (Knowledge) The aircraft has up-to-date in-flight entertainment such as movies, music and reading materials (Entertainment) There is adequate room on the flight for passenger comfort (Comfort) This airline has a good reputation for safety (Safety) The in-flight meals were of a high quality (Meals)

In addition, the survey asked question about satisfaction with the airline using the following statement - I am highly satisfied with this airline (Satisfaction).

All the variables were all measured on 5-point Likert type scale ranging from 1=strongly disagree, 2 = disagree, 3 = neutral, 4 = agree and 5 = strongly agree.

The demographic information collected were on gender (Gender) and the airline travelled (Airline).

The title of the dataset is "Assignment 1 Airline Survey.omv Download Assignment 1 Airline Survey.omv". Please click on the downward facing arrow to download the file.

The dataset will open in Jamovi.

Research questions to investigate:

1. Provide a descriptive summary of the demographic variables (i.e., gender and airline) in the dataset. Briefly comment on this summary.
2. The research team believes that passengers who agree with the statement that 'Airline employees are courteous and kind' are equally likely to agree with the statement that Airline employees are able to assist you with any questions'. Test this hypothesis at 5% significance level (i.e., 95% confidence interval).
3. The research team wants to know if there are any differences in the 6 (six) perceived service qualities of different airlines across the different gender levels and also for different airlines. Please note that all hypothesis tests are conducted at 5% significance level (i.e., 95% confidence interval).
4. Finally, the research wants to know if any of the 6 (six) perceived service qualities influences the satisfaction with the airlines (i.e., Is satisfaction dependent on the six perceived service qualities?). Please note that hypothesis test is conducted at 5% significance level (i.e., 95% confidence interval).
5. Based on the above analysis, what 2-3 marketing related recommendations should the research team provide to any of the airlines under consideration?