The ANOVA Test
Given your reading of the article, what were your key takeaways? Were you able to
identify the main and interaction effects?
In the article written by Jahanshani et al. (2014), it elaborates the impacts of customer service and product quality on consumer satisfaction and loyalty to a particular company or industry. The research focuses on automotive sectors as it tries to unfold some crucial aspects that are important to managers. Using an Indian automotive industry for primary research data and information, the study addresses the connection between customer service and product quality with customer satisfaction and loyalty. Customer satisfaction and loyalty are essential aspects that impact the automotive sector substantially, especially in India, which is one of the largest producer and fast developing industries globally. Jahanshani et al. (2014) elaborate on the relation between these four variables in two study literature, the first one being the impact of customer service quality and product quality on customer satisfaction. Different scholars have provided evidence over the decades, and they all conclude that customer service quality directly impacts satisfaction and satisfaction impacts positive behavioural intentions directly.
The second literature discussed in the article is the link between customer loyalty and customer satisfaction. Even though the two variables are not surrogates for one another, but if satisfaction is raised above certain limits, there is subsequent increase in purchase loyalty and vice versa This is because a satisfied customer is likely to become a frequent buyer or a loyal customer because the connection between loyalty and satisfaction are influenced by the quality of the goods and services. Using the analysis of variance for hypothesis study, the research finds the three approved hypotheses to be less than 0.05; therefore, p<0.05. ANOVA hypothesis offers a statistical test to determine whether the means of some groups are equal and provides a generalized t-test to more than two groups (Jahanshani et al. 2014). And when compared with a two-sample t-test, ANOVAs have proven to have more advantages because of the minimal errors it has.