Interpretation and analysis
- 1. INTERPRETATION AND ANALYSIS The output of the factor analysis is obtained by requesting Principal Component Analysis (PCA) The reliability of our test is 8.21 We get output in Tables as shown above comprising of KMO test 0.636for all 9 variables and the Eigen values of all the factors and take factors which have Eigen values 1 or greater than 1 We have assumed only extracted factors having Eigen values 1 or more). Since KMO value is 0.636 that means my data is adequate enough and not biased . The first step in interpreting the output is to look at the factors extracted, their Eigen values and the cumulative percentage of variance. From table that the three factors extracted together account for 71.471% of the total variance (information contained in 9 original values). This is good for us, because we are able to economize on the number of variables (from 9 we have reduced them to 3 underlying factors), and we lost only 28.59% of the information content(71.471% is retained by the 3 factors extracted out of the 9 original variables).Now we have to move to interpret what these 3 extracted factors represent. This can be done with the help of table (rotated component matrix).
- 2. LOADING SCORE FACTOR FACTOR1 O.773 hot 0.490 0.815 0.833tasty 0.549 & fresh variety in quality service menu FACTOR2 0.896 0.784fear behavior price FACTOR3 0.819food 0.801 on order time Factor 1: Factor 1 is a combination of various factors. This can be analyzed by noticing the individual loading scores of every factor. In our analysis we come across various factors let us discuss them one by one. Firstly looking at table 4, the rotated component matrix we notice that variable no.1 in first row I.e. hot and fresh food having loading value 0.733 have major impact on customer satisfaction towards fast food and from 2nd row lot of varieties in menu with loading score of 0.490 have great impact on customer satisfaction quality with loading score of 0.815 also plays important role in customer satisfaction taste and service from 4th and 9th row with loading score of 0.833 &0.549have also great impact on customer satisfaction towards fast food So we will call first factor quality taste and service which shows about 43.014%0f variance
- 3. Factor 2: Loading score suggests that fear value of price and behavior of employees have been given 2nd rank by our respondents on majoring the satisfaction .These are having loading value 0.784 ,0.896 respectively which shows that these two factors also plays an important role in determine customer satisfaction So our 2nd factor is price and behavior which shows about 14.886 of variance Factor 3: Now we will interrupt the 3rd factor which shows that food order and food on time are ranked on 3rd position with loading score of 0.819 &0,801 respectively our 3rd factor is food order which shows about 13.571% of variance So we will say that these three factors are having great impact on customer’s satisfaction towards fast food