Problem
Retailer was interested in researching customer satisfaction (rated 1 to 10) for different customer segments. A pilot survey was conducted under the assumption that customer satisfaction may depend on certain demographic characteristics, specifically gender (with male and female customers surveyed) and age, categorised into the following groups: 18-30,31-60, and those aged over 60 . Analyse the selected SPSS output in Figure 1 (spread over the next two pages) and discuss what conclusions can be drawn from the data. In your analysis, be sure to address at least the following:
A. Describe the strength of the joint effect of the factors.
B. Test the significance of the variables individually and the interaction between them and interpret the results.
C. How you would use the results to inform your marketing strategy to improve customer satisfaction.