ANALYSIS: REGRESSION

Hypothesis-1 Product Quality positively affects Customer Satisfaction in

Hypermarket Retail Format in India.
Dependent Variable-Customer Satisfaction due to Product Quality
Independent Variable(s)- Product Quality(Q1-Freshness of Product,Q2Durability,Q3-Variety in a product category,Q4-Brand variety for a product)
Variables Entered/Removeda
Variables
Model
1

Variables Entered
Q4, Q3, Q1, Q2

Removed

Method

. Enter

a. Dependent Variable: CS_Q

b. All requested variables entered.

Model Summary

Model

Std. Error of the

Square

Estimate

R Square
.436a

Adjusted R

.190

.163

.9478

a. Predictors: (Constant), Q4, Q3, Q1, Q2

ANOVAa
Model
1

Sum of Squares
Regression

df

Mean Square

25.037

6.259

Residual

106.898

119

.898

Total

131.935

123

Sig.

6.968

.000b

a. Dependent Variable: CS_Q

b. Predictors: (Constant), Q4, Q3, Q1, Q2

Coefficientsa

Unstandardized

Standardized

95.0% Confidence

Collinearity

Coefficients

Coefficients

Interval for B

Statistics

Std.
Model

Error

(Constant)

4.803

.414

Q1

-.033

.087

Q2

.007

.104

Q3

-.445

.095

Beta

Sig.

Lower

Upper

Bound

Bound

Tolerance

VIF

11.601

.000

3.983

5.623

-.036

-.380

.705

-.206

.140

.739

1.354

.008

.062

.950

-.200

.213

.372

2.685

-.431 -4.701

.000

-.632

-.257

.809

1.235

Q4

.275

.114

.326

2.415

.017

.050

.500

.373

2.683

a. Dependent Variable: CS_Q

Regression Equation- CS_Q= 4.8 -.036Q1 + .008Q2 -.431Q3 +.326Q4

Since the variables Q1and Q2 are not significant considering the 95% confidence level,
customer satisfaction is on the whole positively correlated to Product Quality.

H2 : Reliability of a hypermarket positively affects Customer Satisfaction in Hypermarket

Dependent Variable-Customer Satisfaction due to Reliability
Independent Variable(s)- Reliability(R1- Accuracy of bill/ Bill Clarity,R2- Correct
information of price signs & discount)
Variables Entered/Removeda
Variables
Model
1

Variables Entered
R2, R1

Removed

Method

. Enter

a. Dependent Variable: CS_R

b. All requested variables entered.

Model Summary

Model

Std. Error of the

Square

Estimate

R Square
.379a

Adjusted R

.144

.130

.9546

a. Predictors: (Constant), R2, R1

ANOVAa
Model
1

Sum of Squares
Regression

df

Mean Square

18.510

9.255

Residual

110.265

121

.911

Total

128.774

123

a. Dependent Variable: CS_R

b. Predictors: (Constant), R2, R1

F
10.156

Sig.
.000b

Coefficientsa
Unstandardized

Standardized

95.0% Confidence

Collinearity

Coefficients

Coefficients

Interval for B

Statistics

Std.
Model

Error

(Constant)

4.787

.228

R1

-.218

.069

R2

-.062

.065

Beta

Lower

Upper

Bound

Bound

Sig.

Tolerance

VIF

20.960

.000

4.335

5.239

-.318

-3.150

.002

-.355

-.081

.695

1.438

-.096

-.949

.345

-.191

.067

.695

1.438

a. Dependent Variable: CS_R

Regression Equation- CS_R= 4.787 -0.318R1 - .096R2

Since the variable R2 is not significant considering the 95% confidence level, customer
satisfaction is negatively correlated to Reliability and we can reject the Hypothesis.

H3 : Processes at a hypermarket positively affect Customer Satisfaction

Dependent Variable-Customer Satisfaction due to Processes
Independent Variable(s)- Processes(PR1- Number of check-out counters/ express
check-outs,PR2- Opening hours,PR3- Return policy,PR4- Charging Plastic bags)
Variables Entered/Removeda
Variables
Model

Variables Entered

PR4, PR1, PR3,

Removed

Method
. Enter

PR2b
a. Dependent Variable: CS_PR
b. All requested variables entered.

Model Summary

Model
1

Adjusted R

Std. Error of the

Square

Estimate

R Square
.447a

.200

.120

.7955

a. Predictors: (Constant), PR4, PR1, PR3, PR2

ANOVAa
Model

Sum of Squares

df

Mean Square

Sig.

Regression

6.333

1.583

Residual

25.311

40

.633

Total

31.644

44

2.502

.047b

a. Dependent Variable: CS_PR

b. Predictors: (Constant), PR4, PR1, PR3, PR2

Coefficientsa
Unstandardized

Standardized

95.0% Confidence

Collinearity

Coefficients

Coefficients

Interval for B

Statistics

Std.
Model

2.651

.595

PR1

.195

.121

PR2

-.131

.117

PR3

.261

.117

.372

-.150

.108

-.213

(Constant)

PR4

a.

Error

Beta

Sig.

Lower

Upper

Bound

Bound

Tolerance

VIF

4.456

.000

1.448

3.853

1.612

.115

-.049

.439

.880

1.136

-.190 -1.116

.271

-.369

.106

.686

1.457

.032

.024

.498

.716

1.397

.172

-.369

.068

.848

1.179

.243

2.228
1.390

Dependent Variable: CS_PR

Regression Equation- CS_PR= 2.651 + 0.243PR1 0.19PR2 + 0.372PR3 -0.213PR4

Since the variables PR1,PR2 and PR4 are not significant considering the 95% confidence
level, customer satisfaction is possitively correlated to Processes.
H4 : Personnel Service provided at a hypermarket positively affects Customer Satisfaction
Dependent Variable-Customer Satisfaction due to Personnel Service
Independent Variable(s)- Personnel Service(PS1- Staff to offer help while
shopping ,PS2- Staff to guide to proper shelf, PS3- Staff to carry purchases to
your vehicle)
Variables Entered/Removeda
Variables
Model
1

Variables Entered
PS3, PS2, PS1

Removed

Method
. Enter

a. Dependent Variable: CS_PS

b. All requested variables entered.

Model Summary

Model

Std. Error of the

Square

Estimate

R Square
a

Adjusted R

.455

.207

.149

1.0004

a. Predictors: (Constant), PS3, PS2, PS1

ANOVAa
Model
1

Sum of Squares

df

Mean Square

Regression

10.742

3.581

Residual

41.035

41

1.001

Total

51.778

44

Sig.
.022b

3.578

a. Dependent Variable: CS_PS

b. Predictors: (Constant), PS3, PS2, PS1

Coefficientsa
Unstandardized

Standardized

95.0% Confidence

Collinearity

Coefficients

Coefficients

Interval for B

Statistics

Std.
Model

2.413

.620

.121

.142

.124

-.159

.096

-.238

.351

.138

.375

(Constant)
PS1
PS2

PS3

Error

Beta

Sig.

Lower

Upper

Bound

Bound

Tolerance

VIF

3.891

.000

1.161

3.666

.853

.399

-.165

.407

.916

1.092

.103

-.352

.034

.944

1.060

.015

.072

.630

.888

1.127

1.666
2.544

a. Dependent Variable: CS_PS

Regression Equation: CS_PS= 2.413 + 0.124PS1 0.238PS2 + 0.375PS3

Since the variables PS1and PS2 are not significant considering the 95% confidence level,
customer satisfaction is possitively correlated to Personnel Service.

H5 : Facilities provided by a hypermarket positively affects Customer Satisfaction

Dependent Variable-Customer Satisfaction due to Facilities

Independent Variable(s)- Facilities(F1- Parking Space,F2- Membership Card,F3Delivery of goods to home,F4- Cloak Room Service)
Variables Entered/Removeda
Variables
Model

Variables Entered

F4, F1, F3, F2b

Removed

Method
. Enter

a. Dependent Variable: CS_F

b. All requested variables entered.

Model Summary

Model

Std. Error of the

Square

Estimate

R Square
.104a

Adjusted R

.011

-.023

1.1198

a. Predictors: (Constant), F4, F1, F3, F2

ANOVAa
Model
1

Sum of Squares
Regression

df

Mean Square

1.618

.405

Residual

149.221

119

1.254

Total

150.839

123

Sig.
.323

.862b

a. Dependent Variable: CS_F

b. Predictors: (Constant), F4, F1, F3, F2

Coefficientsa
Unstandardized

Standardized

95.0% Confidence

Collinearity

Coefficients

Coefficients

Interval for B

Statistics

Std.
Model

Error

(Constant)

3.316

.553

F1

-.034

.127

F2

.050

F3
F4

Beta

Sig.

Lower

Upper

Bound

Bound

Tolerance

VIF

5.991

.000

2.220

4.411

-.028

-.266

.791

-.285

.217

.745

1.343

.134

.051

.377

.707

-.214

.315

.452

2.212

-.012

.104

-.013

-.118

.906

-.218

.193

.686

1.458

-.106

.116

-.118

-.913

.363

-.334

.123

.498

2.007

a. Dependent Variable: CS_F

Regression Equation: CS_F= 3.316 - 0.028F1 + 0.051F2 -0.013F3 0.118F4

Since the F value of the model gives a p value>0.05, Facilities does not explain the variance
in the Customer satisfaction.Thus we can reject the hypothesis.

H6 : Location of a hypermarket positively affects Customer Satisfaction

Dependent Variable-Customer Satisfaction due to Location
Independent Variable(s)- Location-L1
Variables Entered/Removeda
Variables
Model

Variables Entered

L1b

Removed

Method
. Enter

a. Dependent Variable: CS_L

b. All requested variables entered.

Model Summary

Model

Std. Error of the

Square

Estimate

R Square
a

Adjusted R

.279

.078

.070

1.0405

a. Predictors: (Constant), L1

ANOVAa
Model
1

Sum of Squares
Regression

df

Mean Square

11.115

11.115

Residual

132.071

122

1.083

Total

143.185

123

Sig.

10.267

.002b

a. Dependent Variable: CS_L

b. Predictors: (Constant), L1

Coefficientsa
Unstandardized

Standardized

95.0% Confidence

Collinearity

Coefficients

Coefficients

Interval for B

Statistics

Std.
Model

1.846

.487

.360

.112

(Constant)
L1

Error

Beta

.279

Sig.

Lower

Upper

Bound

Bound

3.787

.000

.881

2.811

3.204

.002

.138

.582

a. Dependent Variable: CS_L

Regression Equation- CS_L= 1.846+ 0.279L1

Tolerance

1.000

VIF

1.000

Since the variable L1 is significant considering the 95% confidence level, customer
satisfaction is possitively correlated to Location.