Perform a missing value analysis of the results. Present the table with the results and comment on them.

HSRS HBAT Case description Case Study: HBAT Industries' Background HBAT industries (HBAT), is a premium manufacturer of paper products in U.S. Its paper products are used widely in the newsprint industry and the magazine industry both inside and outside of North America. It is a well established company with a fully developed Marketing unit. The company either uses it distribution channels or brokers channel to supply the paper products to the customer. But due to the changing customer perceptions and relationships, the company is facing challenges by newer companies. HBAT management is concerned and wants to change their marketing strategy for the next year to regain its market share. HBAT wants to identify and position itself accordingly to the characteristics of its customers and the relationships between their perceptions of HBAT, and their actions towards HBAT (e.g., satisfaction and likelihood to recommend). To help HBAT marketing unit, the management has hired Crimson Consulting Co. (Crimson). Crimson Consulting Co., is an established marketing research company. It has one of the well established lead-user groups. Crimson collected part of the data set through online surveys of HBAT customers completed on a secure website. Crimson contacts purchasing managers and encourages them to participate. To do so, managers log to the web and finish the survey. The survey data are supplemented by other information compiled and stored in HBAT's data warehouse and accessible through its decision support system. Database The database, consisting of 100 observations on 18 separate variables, is based on a market segmentation study of HBAT customers. As you already know, HBAT sells paper products to two market segments: the newsprint industry and the magazine industry. The paper products are sold to these market segments either directly to the customer, or indirectly through broker. Two types of information were collected in the surveys. The first type of information was perceptions of HBAT's performance on 13 attributes. These attributes, developed through focus groups, a pretest, and variables used in previous studies, are considered to be the most influential in the selection of suppliers in the paper industry. Respondents included purchasing managers of firms buying from HBAT, and they rated HBAT on each of the 13 attributes using a 0-10 scale, with 10 being Excellent" and 0 being "Poor". The second type of information relates to purchase outcomes and business relationships (e.g., satisfaction with HBAT and whether the firm would consider a strategic alliance/partnership with HBAT). A third type of information is available from HBAT's data warehouse and includes information such as size of customer and length of purchase relationship. Data information and description Adapted from J. F. Hair Jr. et al., Multivariate Data Analysis, 6 ed., Pearson, New Jersey (2006). HSRS HBAT Case description Brief descriptions of the database variables are provided in Table 1-1, in which the variables are classified as either independent or dependent, and either metric or non-metric. A definition of each variable and an explanation of its coding are provided in the following sections. TABLE 1-1 Description of Database variables Variable Description Variable Type Data Warehouse Classification Variables XI Customer Type Non-metric X2 Industry Type Non-metric X3 Firm Size Non-metric X4 Region Non-metric XS Distribution System Non-metric Performance Perceptions Variables X6 Product Quality metric X7 E-Commerce Activities/Website metric X8 Technical Support metric X9 Complaint Resolution metric X10 Advertising metric XII Product Line metric X12 Sales Force Image metric X13 Competitive Pricing metric X14 Warranty and Claims metric X15 New Products metric X16 Ordering and Billing X17 Price Flexibility metric X18 Delivery Speed metric Outcome/ Relationship Measures X19 Satisfaction metric X20 Likelihood of Recommendation metric X21 Likelihood of Future Purchase metric X22 Current Purchase/ Usage Level metric X23 Consider Strategic Alliance/ Partnership in Future Non-metric metric Data Classification Data Warehouse Classification Variables As respondents were selected for the sample to be used by the marketing research firm, five variables were extracted from HBAT's data warehouse to reflect the basic firm characteristics and their business relationship with HBAT. The five variables are as follows: HSRS HBAT Case description X1 Customer Type X2 Industry Type X3 Firm Size Length of time a particular customer has been buying from HBAT: 1- Less than one year 2= Between 1 and 5 years 3= Longer than 5 years Type of industry that purchases HBAT's paper products: - Magazine industry 1=Newsprint industry Employee size: 0=Small firm, fewer than 500 employees 1= Large firm, 500 or more employees Customer Location: =USA / North America 1= Outside North America How paper products are sold to customers: 0= Sold indirectly through a broker 1= Sold directly X4 Region X5 Distribution System Performance Perceptions Variables Each respondent's perceptions of HBAT on a set of business functions were measures on a graphic rating scale, where a 10-centimeter line was drawn between the endpoints, labeled "Poor" and "excellent, shown here. Poor Excellent As part of the survey, respondents indicated their perceptions by making a mark anywhere on the line. The location of the mark was electronically observed and the distance from 0 (in centimeters) was recorded in the database for that particular survey. The results were a scale ranging from 0 to 10, rounded to a single decimal place. The 13 HBAT attributes rated by cach respondent were as follows: X6 X7 Product Quality E-Commerce Activities / Web Site Technical Support X8 Perceived level of quality of HBAT's paper products Overall image of HBAT's Web site, especially user- friendliness Extent to which technical support is offered to help solve product/service issues Extent to which any complaints are resolved in a timely and complete manner Perceptions of HBAT's advertising campaigns in all types of media Depth and breath of HBAT's product line to meet X9 Complaint Resolution X10 Advertising X11 Product Line HSRS HBAT Case description X12 Sales Force Image X13 Competitive Pricing X14 Warranty and Claims X15 New Products customer needs Overall image of HBAT's sales force Extent to which HBAT offers competitive prices Extent to which HBAT stands behind its product/ service warranties and claims Extent to which HBAT develops and sells new products Perceptions that ordering and billing is handled efficiently and correctly Perceived willingness of HBAT sales reps to negotiate price on purchases of paper products Amount of time it takes to deliver the paper products once an order has been confirmed X16 Ordering and Billing X17 Price Flexibility X18 Delivery Speed Outcome/ Relationship Measures Five specific measures were obtained that reflects the outcomes of the respondent's purchase relationships with HBAT. These measures include the following: X19 Customer Satisfaction Customer satisfaction with past purchases from HABT, measured on a 10-point graphic rating scale X20 Likelihood of Likelihood of recommending HBAT to other firms as a Recommending HBAT supplier of paper products, measured on a 10-point graphic rating scale X21 Likelihood of Future Likelihood of purchasing paper products from HBAT in Purchases from HBAT the future, measured on a 10-point graphic rating scale X22 Percentage of Percentage of the responding firm's paper needs Purchases from HBAT purchased from HBAT, measured on a 100-point percentage scale X23 Perception of Future Extent to which the customer respondent perceives his Relationship with or her firm would engage in strategic alliance / partnership with HBAT: 0= Would not consider 1= Yes, would consider strategic alliance or partnership HBAT FHBAT_200.sav [DataSet 1] - IBM SPSS Statistics Data Editor File Edit View Data Transform Analyze Graphs Utilities Extensions Window Help Name Width Decimals Label Values Columns Measure Role Type Numeric Missing None 1 id 0 ID None 8 Nominal Input Input 2 x1 Numeric 0 None 8 Nominal X1 - Customer Type X2 - Industry Type 3 x2 Numeric 0 None 8 Nominal 4 x3 Numeric 0 X3 - Firm Size None 8 Nominal 5 x4 Numeric 0 None 8 Nominal 6 X5 Numeric 0 X4 - Region X5 - Distribution System X6 - Product Quality None 8 Nominal 7 x6 Numeric 1 None 8 Scale 8 x7 Numeric 1 X7 - E-Commerce None 8 Scale 9 x8 Numeric 1 X8 - Technical Support None 8 Scale 10 x9 Numeric 1 X9 - Complaint Resolution None 8 Scale 11 x10 Numeric 1 X10 - Advertising None 8 Scale 12 x11 Numeric 1 X11 - Product Line None 8 & Scale Align Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right 13 x12 Numeric 1 {1. Less than 1 year}... {0, Magazine industry}.. {0, Small (0 to 499)} {0, USA/North America)... {0, Indirect through broker}... {.0, Poor)... {0. Poor} {.0, Poor)... {.0, Poor). {0, Poor). {.0, Poor)... {.0, Poor)... {.0. Poor)... {0, Poor). {0, Poor} {.0, Poor) {0. Poor)... {.0. Poor). {.0, Not At All Satisfied)... {.0. Not At All}... {.0, Not At All). {.0. Zero Percent) {0, No, would not consider)... None 8 Scale Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input 14 x13 X12 - Salesforce Image X13 - Competitive Pricing X14 - Warranty & Claims Numeric 1 None 8 Scale 15 x14 Numeric 1 None 8 Scale 16 x15 Numeric 1 X15 - New Products None 8 Scale 17 x16 Numeric 1 None 8 Scale 18 x17 Numeric 1 X16 - Order & Billing X17 - Price Flexibility X18 - Delivery Speed None 8 Scale 19 x18 Numeric 1 None 8 Scale 20 x19 Numeric 1 X19 - Satisfaction None 8 Scale 21 x20 Numeric 1 None 8 Scale X20 - Likely to Recommend X21 - Likely to Purchase 22 x21 Numeric 1 None 8 Scale 23 x22 Numeric 1 X23 - Purchase Level None 8 Scale 24 x23 Numeric 0 X24 - Consider Strategic Alliance None 8 Nominal Descriptive Statistics N Minimum Maximum Mean Std. Deviation ID 200 1 200 100.50 57.879 X1 - Customer Type 200 1 3 2.00 .827 X2 - Industry Type 200 0 1 .50 -501 X3 - Firm Size 200 0 1 .51 -501 X4 - Region 200 0 1 .60 492 X5 - Distribution System 200 0 1 .46 .500 X6 - Product Quality 200 5.0 10.0 7.894 1.3830 X7 - E-Commerce 200 2.2 5.7 3.765 .7689 X8 - Technical Support 199 .4 8.9 5.245 1.6592 200 1.5 8.7 5.368 1.2100 X9 - Complaint Resolution X10 - Advertising 200 1.5 6.9 4.061 1.1471 X11 - Product Line 200 2.3 8.4 5.815 1.3174 X12 - Salesforce Image 200 2.5 8.2 5.248 1.1286 X13 - Competitive Pricing 199 3.7 10.0 6.977 1.5830 X14 - Warranty & Claims 200 3.7 8.4 6.049 .8753 X15 - New Products 200 1.2 9.5 5.211 1.4960 X16 - Order & Billing 200 1.2 6.7 4.242 .9119 200 2.3 7.5 4.464 1.1927 X17 - Price Flexibility X18 - Delivery Speed 200 1.6 5.5 3.816 7494 X19 - Satisfaction 200 4.7 9.9 6.952 1.2411 200 4.0 9.9 6.953 1.0829 X20 - Likely to Recommend 200 4.3 9.9 7.665 .8932 200 37.1 77.1 58.200 8.9662 X21 - Likely to Purchase X23 - Purchase Level X24 - Consider Strategic Alliance 196 0 1 .44 .498 Valid N (listwise) 194 - Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .772 Approx. Chi-Square 3911.868 Bartlett's Test of Sphericity df 276 Sig. .000 Communalities Initial Extraction ID 1.000 .488 X1 - Customer Type 1.000 .811 X2 - Industry Type 1.000 .888 X3 - Firm Size 1.000 .715 X4 - Region 1.000 .775 X5 - Distribution System 1.000 .667 X6 - Product Quality 1.000 .777 X7 - E-Commerce 1.000 .769 X8 - Technical Support 1.000 .914 1.000 .862 X9 - Complaint Resolution 1.000 .559 X10 - Advertising X11 - Product Line 1.000 .803 X12 - Salesforce Image 1.000 .864 X13 - Competitive Pricing 1.000 .600 X14 - Warranty & Claims 1.000 .923 X15 - New Products 1.000 .792 X16 - Order & Billing 1.000 .757 X17 - Price Flexibility 1.000 .825 X18 - Delivery Speed 1.000 .942 X19 - Satisfaction 1.000 .892 1.000 .770 X20 - Likely to Recommend X21 - Likely to Purchase 1.000 .712 X23 - Purchase Level 1.000 .764 X24 - Consider Strategic 1.000 .628 Alliance Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Rotation Sums of Squared Loadings Extraction Sums of Squared Loadings Total % of Variance Cumulative % Component Total % of Variance Cumulative % Total % of Variance Cumulative % 1 7.425 30.936 30.936 7.425 30.936 30.936 4.570 19.041 19.041 2 3.853 16.056 46.992 3.853 16.056 46.992 3.742 15.591 34.632 3 1.991 8.294 55.286 1.991 8.294 55.286 3.407 14.194 48.826 4 1.738 7.242 62.529 1.738 7.242 62.529 2.624 10.932 59.758 5 1.354 5.642 68.171 1.354 5.642 68.171 1.904 7.934 67.692 6 1.124 4.683 72.854 1.124 4.683 72.854 1.160 4.833 72.525 7 1.010 4.207 77.061 1.010 4.207 77.061 1.089 4.536 77.061 8 .844 3.518 80.580 9 .778 3.241 83.821 10 .616 2.568 86.389 11 .505 2.104 88.493 12 449 1.871 90.364 13 .377 1.571 91.936 14 361 1.506 93.442 15 .324 1.351 94.793 16 .287 1.196 95.989 17 .217 .903 96.892 18 .202 .840 97.732 19 .174 .727 98.459 20 .126 .525 98.984 21 .104 433 99.417 22 .080 333 99.750 23 .052 .216 99.966 24 .008 034 100.000 Extraction Method: Principal Component Analysis Component Matrix Component 1 2 3 4 5 6 7 X19 - Satisfaction .924 .021 .136 -.089 -.094 -.037 .043 X23 - Purchase Level .834 -.057 - 213 - 129 -045 -.004 .031 X1 - Customer Type .799 - 289 -195 -.057 -.040 .091 .197 .780 .068 .183 -.038 -330 .113 .001 X20 - Likely to Recommend X18 - Delivery Speed .777 .303 .063 200 -.037 -.089 - 439 - 114 X11 - Product Line .756 - 407 -.010 .185 -022 - 131 X21 - Likely to Purchase .737 .015 .175 ..077 - 338 .129 --009 .732 256 - 448 .089 202 .044 X9 - Complaint Resolution -093 .724 .058 .086 - 115 X24 - Consider Strategic Alliance - 196 .181 .089 X16 - Order & Billing .668 .265 - 377 .112 .270 -.078 -.086 X5 - Distribution System .543 - 200 417 .007 .138 - 202 - 313 X4 - Region - 214 .813 .045 .092 - 206 -.086 .090 X17 - Price Flexibility .078 .799 - 411 .090 .027 -.031 .048 X13 - Competitive Pricing - 328 .665 -025 .025 -.053 .183 .110 X12 - Salesforce Image .412 .620 .516 -109 .152 - 091 -.024 .528 - 612 .151 -180 - 213 .084 .127 X6 - Product Quality X3 - Firm Size .114 .591 .023 -.098 -.579 077 .036 X10 - Advertising .355 .483 307 -171 .229 - 157 .002 X7 - E-Commerce .353 .477 .531 - 174 .309 .052 -.070 .269 -.040 .240 .874 -.071 .079 .088 X8 - Technical Support X14 - Warranty & Claims .326 -.057 .261 .852 .062 -.009 .124 X2 - Industry Type -.033 .045 .002 -.061 .344 .833 .262 X15 - New Products .230 -.055 -156 -.047 -005 - 453 .709 .329 -197 .384 -.067 .425 ID -.053 -.076 Extraction Method: Principal Component Analysis. a. 7 components extracted. Rotated Component Matrix Component 1 2 3 4 5 6 7 .811 .203 .007 .212 145 -061 -.049 X20 - Likely to Recommend X21 - Likely to Purchase .799 .162 -027 .175 .099 -.050 -.061 X19 - Satisfaction .756 .391 - 166 .330 .110 -.091 .104 .720 .255 -2016 .182 .050 .085 .028 X24 - Consider Strategic Alliance X6 - Product Quality .665 -.084 -.544 - 119 -,004 .015 .132 X1 - Customer Type .656 448 - 332 -.087 .063 .095 .221 X23 - Purchase Level .629 .561 -186 .061 -.035 -.040 .109 X18 - Delivery Speed .311 .905 .048 .144 .048 -.023 .017 .294 .872 .028 .088 .067 .045 -.022 X9 - Complaint Resolution X16 - Order & Billing .187 .827 .002 .165 .093 -.030 .033 X4 - Region -.143 -,016 .826 .242 .045 -106 .010 X3 - Firm Size .398 -.041 .718 .073 - 080 -.132 -.101 - 131 .534 .714 .106 -034 .002 .028 X17 - Price Flexibility X13 - Competitive Pricing - 231 -.046 .695 .134 -039 .197 -.053 X11 - Product Line .447 .489 -.596 .039 .081 -.034 .004 X5 - Distribution System .316 .098 -.480 .456 .171 - 261 -.147 X12 - Salesforce Image .226 .111 .271 .848 .081 -.037 .007 X7 - E-Commerce .151 .079 .095 .842 .018 .133 -.062 X10 - Advertising .121 .203 .159 .682 -038 -.050 091 X8 - Technical Support .132 .043 -.002 -.018 .945 .000 - 044 X14 - Warranty & Claims .090 .106 -.091 .075 1942 -.015 .049 X2 - Industry Type .010 .015 019 .023 --003 .939 -.073 X15 - New Products .142 .139 .014 -.066 .025 -.151 .851 ID -122 - 200 - 204 .344 - 052 .247 457 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 8 iterations. Component Transformation Matrix Component 1 2 3 4 5 6 7 1 .723 .567 - 218 .270 .166 -048 069 2 -107 .257 .839 .461 -031 .011 -.064 2 3 3 .162 -.653 -.142 .671 .271 -006 -.058 4 - 201 .118 .081 - 208 .939 -.066 -.098 5 -.576 .379 - 422 .433 .002 .375 .135 6 .230 -.073 .092 - 150 .033 .856 - 421 -104 .122 .347 .884 7 .122 -.148 .186 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Reliability Scale: ALL VARIABLES Case Processing Summary N Cases Valid 194 97.0 Excluded 6 3.0 Total 200 100.0 a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .020 24 Item-Total Statistics Scale Mean it Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted ID 152.829 321.881 -.071 .703 X1 - Customer Type 251.442 3501.746 .195 .015 X2 - Industry Type 252.942 3518.325 .050 .020 X3 - Firm Size 252.937 3522.750 -.025 021 X4 - Region 252.849 3525.680 -.075 .022 X5 - Distribution System 252.994 3510.449 .183 .017 X6 - Product Quality 245.565 3491.255 .172 .012 X7 - E-Commerce 249.663 3502.352 .207 .015 X8 - Technical Support 248.190 3523.069 -.022 .022 248.068 3506.980 .091 .017 X9 - Complaint Resolution X10 - Advertising 249.384 3497.900 .164 .014 X11 - Product Line 247.626 3494.489 .161 .013 X12 - Salesforce Image 248.181 3492.937 .205 .012 X13 - Competitive Pricing 246.454 3534.043 --080 .025 X14 - Warranty & Claims 247.388 3513.493 .070 .018 X15 - New Products 248.294 3505.975 .077 .017 X16 - Order & Billing 249.202 3507.425 .122 .017 X17 - Price Flexibility 248.965 3535.439 - 108 .025 X18 - Delivery Speed 249.620 3512.888 .091 .018 X19 - Satisfaction 246.488 3482.152 .258 .009 246.489 3508.524 .092 .017 X20 - Likely to Recommend X21 - Likely to Purchase 245.788 3507.883 .121 .017 X23 - Purchase Level 195.038 3396.398 .043 .008 253.014 3512.327 .152 .018 X24 - Consider Strategic Alliance HSRS HBAT Case description Case Study: HBAT Industries' Background HBAT industries (HBAT), is a premium manufacturer of paper products in U.S. Its paper products are used widely in the newsprint industry and the magazine industry both inside and outside of North America. It is a well established company with a fully developed Marketing unit. The company either uses it distribution channels or brokers channel to supply the paper products to the customer. But due to the changing customer perceptions and relationships, the company is facing challenges by newer companies. HBAT management is concerned and wants to change their marketing strategy for the next year to regain its market share. HBAT wants to identify and position itself accordingly to the characteristics of its customers and the relationships between their perceptions of HBAT, and their actions towards HBAT (e.g., satisfaction and likelihood to recommend). To help HBAT marketing unit, the management has hired Crimson Consulting Co. (Crimson). Crimson Consulting Co., is an established marketing research company. It has one of the well established lead-user groups. Crimson collected part of the data set through online surveys of HBAT customers completed on a secure website. Crimson contacts purchasing managers and encourages them to participate. To do so, managers log to the web and finish the survey. The survey data are supplemented by other information compiled and stored in HBAT's data warehouse and accessible through its decision support system. Database The database, consisting of 100 observations on 18 separate variables, is based on a market segmentation study of HBAT customers. As you already know, HBAT sells paper products to two market segments: the newsprint industry and the magazine industry. The paper products are sold to these market segments either directly to the customer, or indirectly through broker. Two types of information were collected in the surveys. The first type of information was perceptions of HBAT's performance on 13 attributes. These attributes, developed through focus groups, a pretest, and variables used in previous studies, are considered to be the most influential in the selection of suppliers in the paper industry. Respondents included purchasing managers of firms buying from HBAT, and they rated HBAT on each of the 13 attributes using a 0-10 scale, with 10 being Excellent" and 0 being "Poor". The second type of information relates to purchase outcomes and business relationships (e.g., satisfaction with HBAT and whether the firm would consider a strategic alliance/partnership with HBAT). A third type of information is available from HBAT's data warehouse and includes information such as size of customer and length of purchase relationship. Data information and description Adapted from J. F. Hair Jr. et al., Multivariate Data Analysis, 6 ed., Pearson, New Jersey (2006). HSRS HBAT Case description Brief descriptions of the database variables are provided in Table 1-1, in which the variables are classified as either independent or dependent, and either metric or non-metric. A definition of each variable and an explanation of its coding are provided in the following sections. TABLE 1-1 Description of Database variables Variable Description Variable Type Data Warehouse Classification Variables XI Customer Type Non-metric X2 Industry Type Non-metric X3 Firm Size Non-metric X4 Region Non-metric XS Distribution System Non-metric Performance Perceptions Variables X6 Product Quality metric X7 E-Commerce Activities/Website metric X8 Technical Support metric X9 Complaint Resolution metric X10 Advertising metric XII Product Line metric X12 Sales Force Image metric X13 Competitive Pricing metric X14 Warranty and Claims metric X15 New Products metric X16 Ordering and Billing X17 Price Flexibility metric X18 Delivery Speed metric Outcome/ Relationship Measures X19 Satisfaction metric X20 Likelihood of Recommendation metric X21 Likelihood of Future Purchase metric X22 Current Purchase/ Usage Level metric X23 Consider Strategic Alliance/ Partnership in Future Non-metric metric Data Classification Data Warehouse Classification Variables As respondents were selected for the sample to be used by the marketing research firm, five variables were extracted from HBAT's data warehouse to reflect the basic firm characteristics and their business relationship with HBAT. The five variables are as follows: HSRS HBAT Case description X1 Customer Type X2 Industry Type X3 Firm Size Length of time a particular customer has been buying from HBAT: 1- Less than one year 2= Between 1 and 5 years 3= Longer than 5 years Type of industry that purchases HBAT's paper products: - Magazine industry 1=Newsprint industry Employee size: 0=Small firm, fewer than 500 employees 1= Large firm, 500 or more employees Customer Location: =USA / North America 1= Outside North America How paper products are sold to customers: 0= Sold indirectly through a broker 1= Sold directly X4 Region X5 Distribution System Performance Perceptions Variables Each respondent's perceptions of HBAT on a set of business functions were measures on a graphic rating scale, where a 10-centimeter line was drawn between the endpoints, labeled "Poor" and "excellent, shown here. Poor Excellent As part of the survey, respondents indicated their perceptions by making a mark anywhere on the line. The location of the mark was electronically observed and the distance from 0 (in centimeters) was recorded in the database for that particular survey. The results were a scale ranging from 0 to 10, rounded to a single decimal place. The 13 HBAT attributes rated by cach respondent were as follows: X6 X7 Product Quality E-Commerce Activities / Web Site Technical Support X8 Perceived level of quality of HBAT's paper products Overall image of HBAT's Web site, especially user- friendliness Extent to which technical support is offered to help solve product/service issues Extent to which any complaints are resolved in a timely and complete manner Perceptions of HBAT's advertising campaigns in all types of media Depth and breath of HBAT's product line to meet X9 Complaint Resolution X10 Advertising X11 Product Line HSRS HBAT Case description X12 Sales Force Image X13 Competitive Pricing X14 Warranty and Claims X15 New Products customer needs Overall image of HBAT's sales force Extent to which HBAT offers competitive prices Extent to which HBAT stands behind its product/ service warranties and claims Extent to which HBAT develops and sells new products Perceptions that ordering and billing is handled efficiently and correctly Perceived willingness of HBAT sales reps to negotiate price on purchases of paper products Amount of time it takes to deliver the paper products once an order has been confirmed X16 Ordering and Billing X17 Price Flexibility X18 Delivery Speed Outcome/ Relationship Measures Five specific measures were obtained that reflects the outcomes of the respondent's purchase relationships with HBAT. These measures include the following: X19 Customer Satisfaction Customer satisfaction with past purchases from HABT, measured on a 10-point graphic rating scale X20 Likelihood of Likelihood of recommending HBAT to other firms as a Recommending HBAT supplier of paper products, measured on a 10-point graphic rating scale X21 Likelihood of Future Likelihood of purchasing paper products from HBAT in Purchases from HBAT the future, measured on a 10-point graphic rating scale X22 Percentage of Percentage of the responding firm's paper needs Purchases from HBAT purchased from HBAT, measured on a 100-point percentage scale X23 Perception of Future Extent to which the customer respondent perceives his Relationship with or her firm would engage in strategic alliance / partnership with HBAT: 0= Would not consider 1= Yes, would consider strategic alliance or partnership HBAT FHBAT_200.sav [DataSet 1] - IBM SPSS Statistics Data Editor File Edit View Data Transform Analyze Graphs Utilities Extensions Window Help Name Width Decimals Label Values Columns Measure Role Type Numeric Missing None 1 id 0 ID None 8 Nominal Input Input 2 x1 Numeric 0 None 8 Nominal X1 - Customer Type X2 - Industry Type 3 x2 Numeric 0 None 8 Nominal 4 x3 Numeric 0 X3 - Firm Size None 8 Nominal 5 x4 Numeric 0 None 8 Nominal 6 X5 Numeric 0 X4 - Region X5 - Distribution System X6 - Product Quality None 8 Nominal 7 x6 Numeric 1 None 8 Scale 8 x7 Numeric 1 X7 - E-Commerce None 8 Scale 9 x8 Numeric 1 X8 - Technical Support None 8 Scale 10 x9 Numeric 1 X9 - Complaint Resolution None 8 Scale 11 x10 Numeric 1 X10 - Advertising None 8 Scale 12 x11 Numeric 1 X11 - Product Line None 8 & Scale Align Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right Right 13 x12 Numeric 1 {1. Less than 1 year}... {0, Magazine industry}.. {0, Small (0 to 499)} {0, USA/North America)... {0, Indirect through broker}... {.0, Poor)... {0. Poor} {.0, Poor)... {.0, Poor). {0, Poor). {.0, Poor)... {.0, Poor)... {.0. Poor)... {0, Poor). {0, Poor} {.0, Poor) {0. Poor)... {.0. Poor). {.0, Not At All Satisfied)... {.0. Not At All}... {.0, Not At All). {.0. Zero Percent) {0, No, would not consider)... None 8 Scale Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input Input 14 x13 X12 - Salesforce Image X13 - Competitive Pricing X14 - Warranty & Claims Numeric 1 None 8 Scale 15 x14 Numeric 1 None 8 Scale 16 x15 Numeric 1 X15 - New Products None 8 Scale 17 x16 Numeric 1 None 8 Scale 18 x17 Numeric 1 X16 - Order & Billing X17 - Price Flexibility X18 - Delivery Speed None 8 Scale 19 x18 Numeric 1 None 8 Scale 20 x19 Numeric 1 X19 - Satisfaction None 8 Scale 21 x20 Numeric 1 None 8 Scale X20 - Likely to Recommend X21 - Likely to Purchase 22 x21 Numeric 1 None 8 Scale 23 x22 Numeric 1 X23 - Purchase Level None 8 Scale 24 x23 Numeric 0 X24 - Consider Strategic Alliance None 8 Nominal Descriptive Statistics N Minimum Maximum Mean Std. Deviation ID 200 1 200 100.50 57.879 X1 - Customer Type 200 1 3 2.00 .827 X2 - Industry Type 200 0 1 .50 -501 X3 - Firm Size 200 0 1 .51 -501 X4 - Region 200 0 1 .60 492 X5 - Distribution System 200 0 1 .46 .500 X6 - Product Quality 200 5.0 10.0 7.894 1.3830 X7 - E-Commerce 200 2.2 5.7 3.765 .7689 X8 - Technical Support 199 .4 8.9 5.245 1.6592 200 1.5 8.7 5.368 1.2100 X9 - Complaint Resolution X10 - Advertising 200 1.5 6.9 4.061 1.1471 X11 - Product Line 200 2.3 8.4 5.815 1.3174 X12 - Salesforce Image 200 2.5 8.2 5.248 1.1286 X13 - Competitive Pricing 199 3.7 10.0 6.977 1.5830 X14 - Warranty & Claims 200 3.7 8.4 6.049 .8753 X15 - New Products 200 1.2 9.5 5.211 1.4960 X16 - Order & Billing 200 1.2 6.7 4.242 .9119 200 2.3 7.5 4.464 1.1927 X17 - Price Flexibility X18 - Delivery Speed 200 1.6 5.5 3.816 7494 X19 - Satisfaction 200 4.7 9.9 6.952 1.2411 200 4.0 9.9 6.953 1.0829 X20 - Likely to Recommend 200 4.3 9.9 7.665 .8932 200 37.1 77.1 58.200 8.9662 X21 - Likely to Purchase X23 - Purchase Level X24 - Consider Strategic Alliance 196 0 1 .44 .498 Valid N (listwise) 194 - Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .772 Approx. Chi-Square 3911.868 Bartlett's Test of Sphericity df 276 Sig. .000 Communalities Initial Extraction ID 1.000 .488 X1 - Customer Type 1.000 .811 X2 - Industry Type 1.000 .888 X3 - Firm Size 1.000 .715 X4 - Region 1.000 .775 X5 - Distribution System 1.000 .667 X6 - Product Quality 1.000 .777 X7 - E-Commerce 1.000 .769 X8 - Technical Support 1.000 .914 1.000 .862 X9 - Complaint Resolution 1.000 .559 X10 - Advertising X11 - Product Line 1.000 .803 X12 - Salesforce Image 1.000 .864 X13 - Competitive Pricing 1.000 .600 X14 - Warranty & Claims 1.000 .923 X15 - New Products 1.000 .792 X16 - Order & Billing 1.000 .757 X17 - Price Flexibility 1.000 .825 X18 - Delivery Speed 1.000 .942 X19 - Satisfaction 1.000 .892 1.000 .770 X20 - Likely to Recommend X21 - Likely to Purchase 1.000 .712 X23 - Purchase Level 1.000 .764 X24 - Consider Strategic 1.000 .628 Alliance Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Rotation Sums of Squared Loadings Extraction Sums of Squared Loadings Total % of Variance Cumulative % Component Total % of Variance Cumulative % Total % of Variance Cumulative % 1 7.425 30.936 30.936 7.425 30.936 30.936 4.570 19.041 19.041 2 3.853 16.056 46.992 3.853 16.056 46.992 3.742 15.591 34.632 3 1.991 8.294 55.286 1.991 8.294 55.286 3.407 14.194 48.826 4 1.738 7.242 62.529 1.738 7.242 62.529 2.624 10.932 59.758 5 1.354 5.642 68.171 1.354 5.642 68.171 1.904 7.934 67.692 6 1.124 4.683 72.854 1.124 4.683 72.854 1.160 4.833 72.525 7 1.010 4.207 77.061 1.010 4.207 77.061 1.089 4.536 77.061 8 .844 3.518 80.580 9 .778 3.241 83.821 10 .616 2.568 86.389 11 .505 2.104 88.493 12 449 1.871 90.364 13 .377 1.571 91.936 14 361 1.506 93.442 15 .324 1.351 94.793 16 .287 1.196 95.989 17 .217 .903 96.892 18 .202 .840 97.732 19 .174 .727 98.459 20 .126 .525 98.984 21 .104 433 99.417 22 .080 333 99.750 23 .052 .216 99.966 24 .008 034 100.000 Extraction Method: Principal Component Analysis Component Matrix Component 1 2 3 4 5 6 7 X19 - Satisfaction .924 .021 .136 -.089 -.094 -.037 .043 X23 - Purchase Level .834 -.057 - 213 - 129 -045 -.004 .031 X1 - Customer Type .799 - 289 -195 -.057 -.040 .091 .197 .780 .068 .183 -.038 -330 .113 .001 X20 - Likely to Recommend X18 - Delivery Speed .777 .303 .063 200 -.037 -.089 - 439 - 114 X11 - Product Line .756 - 407 -.010 .185 -022 - 131 X21 - Likely to Purchase .737 .015 .175 ..077 - 338 .129 --009 .732 256 - 448 .089 202 .044 X9 - Complaint Resolution -093 .724 .058 .086 - 115 X24 - Consider Strategic Alliance - 196 .181 .089 X16 - Order & Billing .668 .265 - 377 .112 .270 -.078 -.086 X5 - Distribution System .543 - 200 417 .007 .138 - 202 - 313 X4 - Region - 214 .813 .045 .092 - 206 -.086 .090 X17 - Price Flexibility .078 .799 - 411 .090 .027 -.031 .048 X13 - Competitive Pricing - 328 .665 -025 .025 -.053 .183 .110 X12 - Salesforce Image .412 .620 .516 -109 .152 - 091 -.024 .528 - 612 .151 -180 - 213 .084 .127 X6 - Product Quality X3 - Firm Size .114 .591 .023 -.098 -.579 077 .036 X10 - Advertising .355 .483 307 -171 .229 - 157 .002 X7 - E-Commerce .353 .477 .531 - 174 .309 .052 -.070 .269 -.040 .240 .874 -.071 .079 .088 X8 - Technical Support X14 - Warranty & Claims .326 -.057 .261 .852 .062 -.009 .124 X2 - Industry Type -.033 .045 .002 -.061 .344 .833 .262 X15 - New Products .230 -.055 -156 -.047 -005 - 453 .709 .329 -197 .384 -.067 .425 ID -.053 -.076 Extraction Method: Principal Component Analysis. a. 7 components extracted. Rotated Component Matrix Component 1 2 3 4 5 6 7 .811 .203 .007 .212 145 -061 -.049 X20 - Likely to Recommend X21 - Likely to Purchase .799 .162 -027 .175 .099 -.050 -.061 X19 - Satisfaction .756 .391 - 166 .330 .110 -.091 .104 .720 .255 -2016 .182 .050 .085 .028 X24 - Consider Strategic Alliance X6 - Product Quality .665 -.084 -.544 - 119 -,004 .015 .132 X1 - Customer Type .656 448 - 332 -.087 .063 .095 .221 X23 - Purchase Level .629 .561 -186 .061 -.035 -.040 .109 X18 - Delivery Speed .311 .905 .048 .144 .048 -.023 .017 .294 .872 .028 .088 .067 .045 -.022 X9 - Complaint Resolution X16 - Order & Billing .187 .827 .002 .165 .093 -.030 .033 X4 - Region -.143 -,016 .826 .242 .045 -106 .010 X3 - Firm Size .398 -.041 .718 .073 - 080 -.132 -.101 - 131 .534 .714 .106 -034 .002 .028 X17 - Price Flexibility X13 - Competitive Pricing - 231 -.046 .695 .134 -039 .197 -.053 X11 - Product Line .447 .489 -.596 .039 .081 -.034 .004 X5 - Distribution System .316 .098 -.480 .456 .171 - 261 -.147 X12 - Salesforce Image .226 .111 .271 .848 .081 -.037 .007 X7 - E-Commerce .151 .079 .095 .842 .018 .133 -.062 X10 - Advertising .121 .203 .159 .682 -038 -.050 091 X8 - Technical Support .132 .043 -.002 -.018 .945 .000 - 044 X14 - Warranty & Claims .090 .106 -.091 .075 1942 -.015 .049 X2 - Industry Type .010 .015 019 .023 --003 .939 -.073 X15 - New Products .142 .139 .014 -.066 .025 -.151 .851 ID -122 - 200 - 204 .344 - 052 .247 457 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 8 iterations. Component Transformation Matrix Component 1 2 3 4 5 6 7 1 .723 .567 - 218 .270 .166 -048 069 2 -107 .257 .839 .461 -031 .011 -.064 2 3 3 .162 -.653 -.142 .671 .271 -006 -.058 4 - 201 .118 .081 - 208 .939 -.066 -.098 5 -.576 .379 - 422 .433 .002 .375 .135 6 .230 -.073 .092 - 150 .033 .856 - 421 -104 .122 .347 .884 7 .122 -.148 .186 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Reliability Scale: ALL VARIABLES Case Processing Summary N Cases Valid 194 97.0 Excluded 6 3.0 Total 200 100.0 a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .020 24 Item-Total Statistics Scale Mean it Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted ID 152.829 321.881 -.071 .703 X1 - Customer Type 251.442 3501.746 .195 .015 X2 - Industry Type 252.942 3518.325 .050 .020 X3 - Firm Size 252.937 3522.750 -.025 021 X4 - Region 252.849 3525.680 -.075 .022 X5 - Distribution System 252.994 3510.449 .183 .017 X6 - Product Quality 245.565 3491.255 .172 .012 X7 - E-Commerce 249.663 3502.352 .207 .015 X8 - Technical Support 248.190 3523.069 -.022 .022 248.068 3506.980 .091 .017 X9 - Complaint Resolution X10 - Advertising 249.384 3497.900 .164 .014 X11 - Product Line 247.626 3494.489 .161 .013 X12 - Salesforce Image 248.181 3492.937 .205 .012 X13 - Competitive Pricing 246.454 3534.043 --080 .025 X14 - Warranty & Claims 247.388 3513.493 .070 .018 X15 - New Products 248.294 3505.975 .077 .017 X16 - Order & Billing 249.202 3507.425 .122 .017 X17 - Price Flexibility 248.965 3535.439 - 108 .025 X18 - Delivery Speed 249.620 3512.888 .091 .018 X19 - Satisfaction 246.488 3482.152 .258 .009 246.489 3508.524 .092 .017 X20 - Likely to Recommend X21 - Likely to Purchase 245.788 3507.883 .121 .017 X23 - Purchase Level 195.038 3396.398 .043 .008 253.014 3512.327 .152 .018 X24 - Consider Strategic Alliance