What Is Multiple Regression Analysis

This study is intended to understand consumer consumption habits, loyalty patterns and various influencing factors. Questionnaire was a mix of various demographic and consumption related areas.

According to Research in Marketing in topic "Switching Behavior" that we have to study in this semester. They are many reason that people switching the brand, this is depend on the industry that they are in. It mean that in different industry will have some factor different that make people switching the brand but some of them might be the same. As this time we focus on the low-cost airline industry one type of the airline industry that had established in this industry. Mostly the airline industry established for along time ago and they face some problem in the industry so they launch a new way of airline to serve to customer. As there are many competitors that had launch the low-cost airline in

According to Veloutso & Moutinho (2009, p.315) Brand relationship is defined as the continual exchanges between a specified brand and an established customer, where relationship characteristics of love, association, interdependence and loyalty are developed with the brand. However, Keller (2014, p.365) revealed that consumer-brand relationships are the quality of relationship between brands and consumers. As a result, there are many influences that formulate consumer brand relationship. Basically, brand loyalty , brand equity and trust Escalas and Bettman, (2005, p. 379) are the underpinning factors that generates brand relationships. Furthermore, this developing customer brand relationship constitutes a sum of long term experiences with the brand where the brand is the entirety of the customers experiences with the brand. However, supplementing the long term customer brand relationship, brand communications is the major catalyst in relation to enticing both customer and seller in the long term relationship, hence attaining a brand emotional connection. This brand relationship does not only lodge an essential position in the mental period of a brand connection, rather it stimulates greater sales due to customer retention, less price Vulnerability, superior customer loyalty and advanced profit margin.

Brand image has developed the propensity among consumers regarding brand preference and brand loyalty, which are becoming the deciding factor of consumer buying decisions. Furthermore, Companies with the help of advertisement, promotional events, research and development, and using popular faces as their brand ambassadors are targeting to create their brand image which directly stimulates the buying decision of customers.

Ryanair is one of the most unique and successful low-cost airlines in Europe. Despite having so many negative associations, it still remains the leader in this market by having the biggest share of customers and flights (European Low Fares Airline Association, 2008). Hence, what are Ryanair brand key secrets making it so successful? The Keller‘s Customer-Based Brand Equity Model incorporated with Pillars of the Brand were used to make an analysis which helped to answer this question. Ryanair brand was analysed according to such components as brand awareness, brand associations (Pillars of the Brand) and brand image. Brand awareness includes the performance of both brand recall and recognition. Evaluating Pillars of the

1995). Although some researchers argue that service quality is an individual judgement, defined purely by the customer about the excellence or superiority of a service provider’s performance (A. Finn, 2005), brand image and how the service is communicated to consumers still appears to be the most effective form of customer loyalty; with 59% of consumers admitting to utilizing a particular service through advertisements seen on the television, billboards etc (P. Edelin, 2011). This is as a result of the promise/proposition the brand provides that specific service to a set of consumers; thus British Airways should aim to maintain a strong brand identity in order to preserve long-term customer loyalty, as well as maintain a nationwide appeal in order to reduce overall perceived risk (Sweeney, 2000). This combined with a thoughtful and high quality service to ensure customer satisfaction, will not only encourage positive word of mouth communication amongst targeted consumers (Siddiqi, 2011), but increase the customer’s willingness to purchase the service (Shostack, 1977).

A multiple regression analysis is used to determine the relationship or association between independent variables (IVs), also known as predictor variables, and a dependent variable (DV) (Sen & Srivastava, 2012). The purpose of the report is to summarize and analyze the Virginia Hospitals data from 2005 to determine run a multiple regression model against multiple predictor variables and determine statistical significance between the various hospital variables (i.e. independent variables) and the Total Operating Expense (TOE). A multiple linear regression was calculated to predict the DV (i.e.Total Operating Expense_05) based on the IVs (i.e. Staffed beds_05, Medicare Days_05, Medicaid Days_05, Total Surgeries_05, RN FTE_05, Occupancy,

Therefore, the brand equity level develops from both the strength of the value proposition in addition to the strength of the connection of the value proposition with the brand. Overall, FedEx’s strongest brand element would be the brand name itself as the brand is one of the most widely recognised brands in the world. Due to FedEx’s strong brand name, customer loyalty is developed among consumers. Consumers who treasure dependable overnight package delivery are liable to name FedEx as a brand that is strongly linked with that value proposition. Other brands such as Airborne Express and IPS provide the similar value proposition of dependable overnight package delivery. Nevertheless, they do not possess levels of brand equity equivalent to FedEx because their brands are not as powerfully identified with the value

In addition, several empirical findings have confirmed that a favorable image (i.e. brand, store/retail) will lead to loyalty (e.g. Koo, 2003; Kandampully&Suhartanto, 2000; Nguyen & LeBlanc, 1998), brand equity (Faircloth, Capella, & Alford, 2001; Biel, 1992; Aaker, 1991; Keller, 1993), purchase behavior (Hsieh et al., 2004) and brand performance (Roth, 1995).

The findings form this meta-analysis type of study showed that many factors besides price alone affect the customer loyalty to the store brand products and suggests more researches on store brands to be conducted in Malaysia.

Many national carriers are losing money (e.g. Malaysian Airlines, Jordanian Royal Airlines) which enforced some other national carriers to go private (e.g. Philippines, United States) to avoid losing more public fund (Tiwari & Kainth, 2014). Thus, the focus on this study is on the service failure of the national carrier aiming to help them to avoid losing customers and ultimately survive in the current business environment. Nevertheless, Low cost airlines are more favorable in term of price compared with national carriers (Pearson, O’Connell, Pitfield, & Ryley, 2015). However, in term of patriotism , it is believed that passengers prefer to support their national carriers. Thus, the focus of this study is on the behavioural variables that includes attitude and brand attachment. This is due to the fact that previous studies focus intensively on the service quality and satisfaction (Komunda & Osarenkhoe, 2012; Mellat-Parast, Golmohammadi, McFadden, & Miller, 2015; Nek Kamal et al., 2012) and few only related the behaviour to the brand attitude and the brand attachment (Nikbin, Hyun, Baharun, & Tabavar,

Regarding the testing of the hypotheses of this research, regression analysis or structural equation modelling techniques is best suited for a dependence method (Hair et al., 2014). We employed regression analysis to specify the extent to which the independent variables predicted the dependent variable. The analysis conducted in this study was therefore intended to test the hypotheses of the study. The regression output provided some measures which allow assessment of the hypotheses. Following from the hypotheses, Brand Engagement was used as the dependent variable while the independent variables consisted of Monetary Savings, Exploration, Entertainment, Recognition, and Social Benefit. Results from the model assessment are presented in the Table VI.

As part of marketing in business, strategy is a leading light because it is a plan of action designed and followed by businesses to become successful. Three companies in the same industry can offer similar products in a completely different ways. Branding is everything and understanding what customers want determines a company’s brand position. Airline companies are great examples of numerous companies offering the same product. Major differences in brand and quality management come when comparing three airline companies that offer the same product such as Spirit Airlines, Jet Blue and American Airlines. Although their product is the same, the processes to marketing their product are completely different.

Reliability coefficients and descriptive statistics 2. Correlation matrix of the study variables 3. Stepwise regression on Product Quality Perceptions 4. Stepwise regression on Brand Loyalty 13 15 16 17

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.