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Overall

Satisfaction
Happy
0.278*
Arrogant -
0.166*
Human
touch
0.142*
Personalised
service
0.094*
Rude -
0.095*
Insincere -
0.062*
MRO: To identify how management can improve overall satisfaction by training service
representatives to have certain attributes.
Method Overview:
To evaluate the overall satisfaction with the service, a multiple linear regression modelling
procedure was used, using variables that assessed the service representatives service, expected to
potentially affect a change in overall satisfaction. To identify which of the variables contributed to
explaining any potential variation in the indicator of overall satisfaction, a stepwise procedure was
used. This procedure will provide different models revealing what the best combination of
independent (predictor) variables would be to predict the dependent (predicted) variable. The
service representative sounding happy, attentive, insincere, arrogant, rude, giving a
personalise service and a human touch was used to predict overall customer satisfaction. The final
prediction model contained was reached in six steps with one variables removed. Table xx in the
appendix shows the final set of variables in the model.
Summarised results and overview of findings:
The model was statistically significant F (6, 960) = 150.121, p < 0.05, and accounted for
approximately 48% of the variance of overall satisfaction (R
2
= 0.484). It is also important to note,
low correlations between the predictors, explained by each of the variables indexed by the variance
inflation factors (VIF) satisfying the assumption that independent variables are uncorrelated
[appendix]. Consequently, certain perceptions of the performance of the customer service company
have been found to impact on a customers overall satisfaction. Inspection of the standardised beta
coefficients reveals that happiness (b
1
= 0.278) received the strongest weight in the model followed
by human touch (b
2
= 0.142) and lastly personalised service (b
3
= 0.094) in terms of improving overall
satisfaction. However, having the opposite effect, arrogance is a relatively strong indicator (b
4
= -
0.166) of reducing overall satisfaction and to a lesser extent rudeness (b
5
= - 0.095) and insincerity
(b
6
=- 0.062). It is important to note that attentivness was removed from the final model according
to the stepwise method, the variable was no longer contributing a statistically significant amount of
prediction (p = 0.208).










Marketing relationships are very complex in nature, therefore identifying the relative importance of
variables is important because it provides mangers with a metric that they can use to manage and
improve their businesses model. Mangers can implement improved training and development
programs for service representatives to ensure they can focus on specific variables to reduce the gap
between what customers expect and what the service representative can deliver, effectively
improving overall satisfaction. It becomes a point of differentiation for the company, providing a
competitive advantage against similar firms operating in the region by gaining an insight into
consumer behaviour.

Appendix xx
Stepwise Regression for Overall Satisfaction: Model 4 Summary
R Squared 0.484

ANOVA df F sig.
(6, 960) 150.121 0.000

Coefficients Constant Happy Arrogant Human
touch
Personalised
service
Rude Insincere
Standardised
Beta
2.634 0.278 -0.166 0.142 0.094 -0.095 -0.062
Sig.4 0.000 0.000 0.001 0.000 0.005 0.032 0.035
VIF 2.755 4.244 2.767 2.091 3.663 1.595

Regression Equation
Overall Satisfaction = 2.634 + 0.278(SR sounded happy) - 0.166(SR seemed arrogant) + 0.142 (SR
had human touch) + 0.094(SR had personalised service) - 0.095(SR sounded rude) - 0.062(SR
seemed insincere)

Figure 1: How respondents ratings of SR attributes affect overall satisfaction with service
*p<0.05

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