Chapter 4: Results and Analysis

4.1 Preliminary Data Analysis

Out of 246 responses, 12 were removed for not fulfilling the eligibility criteria. Unengaged
responses were then checked by calculating the standard deviation of the items of the latent
constructs. Three responses were removed due to having a standard deviation of zero. The final
number of usable responses was 231. Next, missing value analysis was performed on SPSS.
Two responses for CS 3 were found to be missing. The median of CS3 was calculated (Mdn= 4)
and was replaced with the missing values. Additionally, no impermissible values were found in
the data set.

Common method variance (CMV) is "variance that is attributable to the

measurement method rather than to the constructs the measures represent" (Podsakoff,
MacKenzie, Lee, & Podsakoff, 2003, p. 879). Common method variance was checked through
Harman's single factor test using the principal axis factoring extraction method. The total
percentage of variance accounted for by a single factor was 43%, indicating no measurement
error. Next, a test for skewness and kurtosis was performed. If the skewness value is greater than
±2 then the normality of the data cannot be established. Similarly, for the kurtosis, the desired
range is ±7 (West, Finch & Curran, 1995). The results show that all values were within the
prescribed range; hence there were no issues of skewness and kurtosis. To assess the normality,
the Shapiro-Wilk test was performed and did not show evidence of non-normality (W = 0.977, p-
value = 0.515). Homsoscedasticity was also tested by visually assessing the scatterplot with the
results indicating homogeneity of the variance. Furthermore, Cook's distance measure was used
to check for the presence of influential outliers in the data set. According to Chatterjee and Hadi
(2012), values of Ci > 1 are considered influential. All values of Ci were below the suggested
cutoff value, as shown in the Appendix. Last, multicollinearity was evaluated by checking the
values of VIF. It is suggested that the value of VIF should be less than 10 to reject any
multicollinearity issue (Hair, Black, Babin, & Anderson, 2010). The results indicate there were
no multicollinearity concerns. All tables related to preliminary data analyses are reported in the
Appendix.
4.2 Univariate Analysis

4.2.1 Frequencies

The majority (around 92%) of the respondents were male, while only 8.3% were female
employees. Married employees comprised 80% of the total respondents. Regarding
academic qualification, approximately 64% of the respondents held a Master’s degree,
while the remaining 36 % held a bachelor’s degree. Complete demographic description of
respondents is shown in Table 4.1.

Table 4.1
Demographics

Gender
Frequenc Percentag
y e
Male 188 91.7
Female 17 8.3
Marital Status
Frequenc Percentag
y e
Single 41 20
Married 164 80
Academic Background
Frequenc Percentag
y e
Bachelors 74 36.1
Masters 131 63.9
Total 205 100

4.2.2 Variable Descriptive

The minimum work experience of respondents in the insurance sector was three years
and a maximum of 30 years. A low mean was reported for negative affectivity (M= 3.82,
SD = 0.831) Perceived coworker’s support had the highest mean (M= 3.82, SD = 0.831),
followed by that of compulsory citizenship behavior (M= 2.93, SD = 1.015). Out of all
the variables (excluding the control variables), passive-aggressive abusive supervision
(M= 2.14, SD =0.809) and active-aggressive abusive supervision (M=2.23, SD = 0.955)
 had relatively lowest means. The details of the variable descriptive are reported in Table
4.2

Table 4.2
Means and Standard Deviations of Variables
Min Max Mean SD
1. Emotional Exhaustion 1 4.75 2.57 1.148
2. Compulsory Citizenship Behavior 1 4.75 2.93 1.015
3. Perceived Coworker’s Support 1.67 5 3.82 0.831
4. Passive-Aggressive Abusive 1 4.33
2.14 0.809
Supervision
5. Active-Aggressive Abusive 1 4.67
2.23 0.955
Supervision
6. Negative Affectivity 1 5 2.21 0.832
7. Experience 4 21 10.9 6.55
8. Age 21 60 36.7 6.82
Note:.
Experience and Age are continuous variable measured in years.
All remaining variables were measured on a 5-point Likert scale , ranging from 1 ( Strongly
Disagree ) to 5 ( Strongly Agree )

4.3 Reliability Analysis

According to Hair et al. (2012), the acceptable level of Cronbach Alpha should be greater

than 0.70. As can be seen from the data given below in Table 4.3, the Cronbach Alpha’s of all

the variables were above the benchmark of 0.70. Therefore, it highlights the significant reliability

of the instrument.

Table 4.3
Reliability Analysis

Variable No. of items Cronbach Alpha

Convenience 5 0.798

Perceived Privacy 5 0.876

Perceived Reputation 4 0.874

 Availability of Information 3 0.767

Trust 4 0.860

Purchase Intention 3 0.841

4.4 Bivariate Analysis

4.4.1 Crosstabs

Out of 214 respondents, 65 male respondents were aware of the grading mechanism of

Punjab Food Authority whereas only 34 female respondents knew about the grades awarded by

Punjab Food Authority to different restaurants. Results are shown in Appendix

4.4.2 Pearson’s Correlations

The correlations between emotional exhaustion and both facets of abusive supervision

(active-aggressive and passive-aggressive) were 0.556 and 0.567 respectively (both p < 0.01).

Whereas the correlation between CCB and EE was strong and positive (r = 0.607, p < 0.01). PCS

had a positive but weak correlation with EE (r = 0.178, p < 0.05). Both active-aggressive (r =

0.60, p < 0.01) and passive-aggressive abusive supervision (r = 0.59, p < 0.01) were significantly

correlated with CCB. Complete Pearson correlation coefficients are reported in Table 4.4.

Table 4.4
Correlation of Variables
1 2 3 4 5 6 7 8
1. Emotional Exhaustion -
2. Compulsory Citizenship Behavior .607** -
3. Perceived Coworker’s Support .178* .087 -
4. Passive-Aggressive Abusive
.556** .598** .189** -
Supervision
5. Active-Aggressive Abusive
.567** .600** .096 .765** -
Supervision
6. Negative Affectivity .095 .387** .077 .284** .245** -
7. Experience -.041 -.084 -.043 -.047 -.059 -.089 -
8. Age -.033 -.066 -.024 -.022 -.025 -.037 .883** -
Note:
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).

4.4.3 Independent Sample t-test

Results from an independent sample t-test indicate that respondents who were not aware of the

grades given by the Punjab Food Authority to different restaurants (M = 5.69, SD = 0.90, N =

115) are more concerned about the food quality offered by the restaurants compared to the

respondents who knew about grading mechanism of Punjab Food Authority (M = 5.34, SD =

1.25, N =99), t(175.32) = -2.265, p < 0.05. Results are shown in Appendix

4.4.4 One-Way ANOVA

There was a statistically significant difference between groups as determined by one-way

ANOVA (F(2, 249) = 13.76, p < .001). A Scheffe post hoc test indicated that the mean score for

individuals who were under 40 (M = 15.98, SD = 7.66) was significantly lower from people

who were aged between 40-59 years (M = 19.59, SD = 8.47), p < 0.01. Therefore, people under

40 are less likely to perform better on IQ tests than individuals aged between 40-59.

4.5 Hypotheses Testing

The regression analysis shows that the overall model was statistically significant (F (4,95)
=22.435, p < 0.01) with the value of R 2 (coefficient of determination) showing that 48.6% of the
variation in the dependent variable (customer satisfaction) is caused by all four independent
variables collectively.
Table 4.5
Regression Results

Hypothese Beta
Path T-value
s Coefficient
H1 Food Quality --> Customer Satisfaction 0.433*** 4.086
H2 Service Quality --> Customer Satisfaction -0.009(n.s.) -0.094
H3 Physical Design & Appearance --> Customer Satisfaction 0.096(n.s.) 1.020
H4 Price Fairness --> Customer Satisfaction 0.304*** 3.494
Note:
*** p< 0.01
** p <0.05
n.s = not significant

Food quality (β = 0.433, p < 0.01) significantly predicted customer satisfaction. Physical
design & appearance had no significant impact on customer satisfaction (β = 0.096, p= 0.310).
Similarly, 1 standard deviation in price fairness caused 0.304 standard deviations in customer
satisfaction. However, the impact of service quality on customer satisfaction was not statistically
significant (β = -0.009, p = 0.240). Therefore, hypotheses 1 and 4 were supported whereas 2 and
3 were not supported.

Moderation

Hypothesis 5 was tested using model 1 of the Hayes process macro in SPSS (version 24). The

results for H5 show that food quality has a significant impact on customer satisfaction (β =

0.5280, p < 0.01), whereas the interaction effect of food quality and price fairness on customer

satisfaction also came out to be statistically significant (β = 0.1708, p < 0.01)

Table 4.6
Moderation Results with Food Quality
Standardized
Relationship Coefficient SE t p-value
β
Food Quality  Customer Satisfaction 0.5280*** 0.0836 6.312 0.0000
Price Fairness  Customer Satisfaction 0.2252*** 0.0609 3.697 0.0004
Food Quality X Price Fairness  Customer Satisfaction 0.1708*** 0.0492 3.470 0.0008
Note:
*** p <0.01
** p <0.05
* p < 0.10

Table 4.7 and Figure 4.1 shows the impact of food quality on customer satisfaction across

different levels of price fairness.

Table 4.7
Moderation Results with Food Quality for Different Levels of Price Fairness

Effect of Food Quality on

Price Fairness p-value
Customer Satisfaction

Low 0.3214*** 0.00

Med 0.5349*** 0.00
High 0.7483*** 0.00
*** p <0.01

When the price fairness is high, the impact of food quality on customer satisfaction
strengthens, whereas low price fairness lessens the effect of food quality on customer
satisfaction. Thus, hypothesis 5 was supported.
 Figure 4.1. Moderation Results with Food Quality for Different Levels of Price Fairness

Mediation
Hypothesis 6 was tested using model 4 of the Hayes process macro. The mediation analysis

involved the computation of direct and indirect effects from brand awareness to brand

evangelism through customer brand identification. The results are shown in Table 4.8 and Table

4.9. The direct effect of brand awareness on brand evangelism was statistically significant (β =

0.4297, p < 0.01). Similarly, the standardized indirect effect from brand awareness to brand

evangelism through consumer brand identification was statistically significant (Indirect effect=

0.2194, Boot CI [0.1518, 0.2983]).

Table 4.6
Mediation Result with Direct Effect

Relationship Direct Effect SE t p-value

Brand Awareness Brand Evangelism 0.4297*** 0.0469 9.1705 0.000
*** p <0.01

Table 4.7
Mediation Result with Indirect Effect
BootULC
Relationship Indirect Effect BootLLCI
I
Brand Awareness  Consumer Brand Identification  Brand
0.2194 0.1518 0.2983
Evangelism

Based on the classification suggested by Zhao, Lynch, and Chen (2010), H6 was supported

indicating the presence of complementary mediation between brand awareness and brand

evangelism through consumer brand identification.

The complete results of the hypotheses are presented in table 4.7

Table 4.7
Hypotheses Results Summary

Hypotheses Status
H1: Food quality is positively related with customer satisfaction Supported
H2: Service quality is positively related with customer satisfaction Not Supported
H3: Physical Design and Appearance is positively related with customer satisfaction Supported
H4: Price Fairness is positively related with customer satisfaction Supported
H5: Price Fairness moderates the relationship between food quality and customer
satisfaction such that the relationship is strengthened when price fairness is high Supported
H6: Customer brand identification mediates the relationship between brand
awareness and brand evangelism Supported