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Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.692 .000 .681
.769 .000 .751
.627 .000 .675
For Customer Satisfaction, one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The analyses of the Pearson correlation coefficients show that a very high correlation exists (>0.91) between all three the influences identified. All three factors declared almost the same % variance and this suggests that there is no difference between toothpaste, coffee and bread as consumer products with regard to customer satisfaction in brand loyalty. The three products can thus be treated as a single entity.
The Kaiser-Meyer-Olkin (KMO) measure yielded factors from .62 to .75. which falls in the mediocre to good range signifying that factor analysis should yield distinct and reliable factors while the Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets exceeds .670 and is thus sufficient for analytical scrutiny.
TABLE 3: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR SWITCHING COSTS Influence 2
Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.662 .000 .675
Toothpaste
Factor 1 .870 .834 .638 -.156 -.377 44%
Factor 2
.384 .865 .716 25%
Component Matrix Coffee
Factor 1 .861 .838 .611 .-198 .364 43%
0.999 & 0.999 Factor 2
.443 .827 .702 24%
0.993 & 0.987 0.999 & 0.984
.656 .000 .651
.671 .000 .630
In influence 2 (Switching Costs) two factors were extracted in each consumer product. This signifies that switching costs consists of two sub factors rather than one factor. It is a good fit since the same statements (SCR01, SCR02 and SCR03) load onto factor 1 in the case of toothpaste, coffee and bread while the remaining 2 statements loaded to factor 2 in each product.
The Pearson correlation coefficients show that a very high correlation exist (>0.990) between all three the influences identified. The Bartlett test of sphericity indicates that each set correlates
A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS 399 Bread