Factor Analysis

A total of 12 variables were identified for the purpose of collecting expectations from the
service users. In order to reduce the number of variables and to identify the key factors
contributing towards the expectations of services, factor analysis is performed. KMO and
Bartletts test is conducted to identify the sampling adequacy.

KMO and Bartletts Test for customer expectations of service

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .582

Bartlett's Test of Sphericity Approx. Chi-Square 1.008E3

df 66

Sig. .000

KMO of sampling adequacy value for the service quality measures is 0.582 and it
indicates that the sample is adequate to consider the data as normally distributed.
The number of factors as identified by performing the screen plot. The results are shown
below,

Screen plot shown the above figure gives a pictorial view of the number of components
to be shortlisted and to become factors based on Eigen value. So from the above chart
become three factors have been shortlisted.
Rotated component matrix is used to identify the factors after data reduction. The
results are shown below,

Rotated Component Matrixa

Component
1 2 3
Level of satisfaction towards practice test .095 .819 .167
Level of satisfaction towards assessment Mode -.035 .210 .864
Level of satisfaction towards adaptive Mode .112 .158 .866
Level of satisfaction towards recommening
-.290 .761 .203
Placemetseason.com to others
Level of satisfaction towards recommending placement
.422 .703 .062
season Product to others
 Level of satisfaction towards willingness to buy the
.848 .193 -.141
product again
Level of satisfaction towards recent customer service
.879 .095 .144
experience
Level of satisfaction towards courteous of customer
.478 .635 .031
service representative
Level of satisfaction towards handling the call quickly
by customer service representative .919 -.003 .090

Level of satisfaction towards knowledge of customer

.529 .405 .210
service representative
Level of satisfaction towards transferring the phone call
.384 .407 .387
to concerned person
Level of satisfaction towards sufficient information
available on the internet to solve their problems .227 .728 .290

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

Interpretation
From the above table, factors above the values above 0.5 are considered. They are
Level of satisfaction towards practice test, Level of satisfaction towards assessment Mode,
Level of satisfaction towards adaptive Mode, Level of satisfaction towards willingness to buy
the product again and Level of satisfaction towards recent customer service experience.