Solution
Vignesh answered on
Jun 11 2021
Assessment
This report has been developed to perceive the relationship B/w customer engagement with special event and perceived quality of special event by the request from senior management.
PRELIMINARY ANALYSIS
Data were collected from 286 individual and taken as sample for this study which is fully obtained by the marketing research team.
We know that before performing any analysis, the collected data sets should be cleaned to ensure the consistency of the analysis. The values and units measurements were defined for individual dataset. Once after defining them the data set are co
ected to remove the mistakes in the data.
The primary part of the analysis is to clean the data in order to ensure the reliable results. For any individual dataset, the values and unit measurements are defined. On reviewing data, the e
ors were noted in the demographic variables and unit of measurements. The unit of measurements were recorded as scale. Actual units were ordinal and nominal scale. In demographic variable DC3 an e
or is detected in item 120 and 201,”education” with maximum value 7 which highlights an e
or in the data as the value should lie B/w 1 and 6 based the scale range and these entries were simply deleted. After removing these outliers the total response were reduced to 284.
In Chart 1, the number of males and females (85 (29.9%) and 199 (70.1%) respectively) were represented out of 284 respondents.
In Chart 2, the age of the respondents was represented with following numbers, Majority of the respondents falls under the age group “under 25” with 47.2% (134), the second highest age group is “25-34” with 21.1% (60), “35-44” group constitutes 13.7% (39), “45-54” group constitutes 11.6% (33) and the least respondents fall under “more than 55” with 6.3% (18).
In Chart 3, the educational details of respondents under the DC3 variable “education” are represented. In that, more number of respondents falls under “under graduate degree” with 51.8% (147) and least number of respondents comes under “primary school” with 2.5% (7). The other respondents are as follows: “high school” with 22.9% (65), “vocational or technical education” with 5.6% (16), “diploma” with 4.6% (13), “post graduate degree” with 12.7% (36).
In Chart 4, the occupational classification of respondents is represented. While looking into the chart, most of the respondents were “students” who accounts for 44.4% (126) of the total and less number of respondents were in “unemployed” group with 7% (2). The others were as follows: “employee” accounts for 14.4% (41), “government employee” accounts for 15.8%(45), “business owner” accounts for 17.3% (49), “retired” accounts for 3.2% (9) and “home duties &other” accounts for same %age 2.1% (6).
In Table 4, Descriptive Statistics, we’ve been getting the summary statistics which indicates some items are likely normally distributed. These items are learning motive (LM1-LM3), Excitement motive to pay (EXM1-EXM4) and Escape motive (ESM1-ESM2), Social Status motive (SM1-SM2), Customer Engagement (CE1-CE9), Perceived Quality Event(PQE1-PQE3) and Family/Friends togetherness motive (FTM1-FTM2) as the kurtosis indices fitted B/w 3 and skewness indices fitted B/w 1, hence we can conclude these items have normal distributions.
In Table 5, as part of the preliminary analysis of data, the factor loading for each construct was measured. Preliminary analysis all of the factor loading scores for all constructs are greater than 0.5, which shows the measures used in this study have acceptable convergent validity. The composite reliability for all constructs was calculated. This result supports the reliability requirement of the above measures. In addition, the average variance extracted (AVE) score was calculated for each construct to further test the validity, the results are shown in table 5, preliminary analysis. Meanwhile looking into Cronbach Alpha it exceeds 0.7 and all factor loading scores exceed the 0.5 benchmark. Thus the above results support the overall reliability and validity of the measurement model.
Hypothesis Testing and Data Analysis
In Table 7, A Research Model was established which helps in formulating a set of appropriate hypothesis to understand if customer motives encourage engagement with a special event and wants to know if customer engagement really improves perceived quality of special event. So, the following hypotheses were framed.
H1: The special event with learning motive is positively related to customer engagement.
H2: The special event with Excitement motive is positively related to customer engagement.
H3: The special event with Escape motive is positively related to customer engagement.
H4: The special event with Social Status motive is positively related to customer engagement.
H5: The special event with Family/Friends togetherness motive is positively related to customer engagement.
H6: The special event with Perceived Quality of special event is positively related to customer engagement.
Before testing the hypotheses, the data was standardised to ensure appropriate analysis of regression.
In Table 8, the model summaries for the hypotheses framed earlier were listed. The R square value which represents a statistical measure of how close the data is to the fitted regression line for all hypotheses recorded.
The R square values include: H1 0.336, H2 .369, H3 .088, H4 0.143, H5 0.219 and H6 0.294. Some of the results represent a weak measure as the scores are below the standardised 0.25 benchmark which are H3, H4 and H5.
Explanation for above hypothesis:
H1 hypothesised; there is a strong positive relationship B/w learning motive and customer engagement with special event. The result accepts this hypothesis at confidence level 0.99. The t value is 11.957 which is greater than the threshold of 2.58 and coefficient is strong (0.580, <0.01).
H2 hypothesised; there is a strong positive relationship B/w excitement motive and customer engagement with special event. The result accepts t this hypothesis at confidence level 0.99. The t value is 12.850 which is greater than the threshold of 2.58 and coefficient is strong (0.608, <0.01).
H3 hypothesised; there is a strong positive relationship B/w escape motive and customer engagement with special event. The result accepts this...