Determining Key Factors in Consumer Evaluation of an Airport | Zendy

Xiao Hong | Zendy; Paul D. Berger | Zendy

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Determining Key Factors in Consumer Evaluation of an Airport

Author(s) -

Xiao Hong,

Paul D. Berger

Publication year - 2016

Publication title -

journal of marketing management (jmm)

Language(s) - English

Resource type - Journals

eISSN - 2333-6099

pISSN - 2333-6080

DOI - 10.15640/jmm.v3n2a3

Subject(s) - persuasion , structural equation modeling , antecedent (behavioral psychology) , psychology , confirmatory factor analysis , latent variable , goodness of fit , scale (ratio) , consumer confidence index , lisrel , social psychology , context (archaeology) , operationalization , consumer behaviour , sample (material) , marketing , advertising , statistics , business , mathematics , paleontology , philosophy , physics , chemistry , epistemology , chromatography , quantum mechanics , biology

In this paper we perform a factor analysis on eleven variables involving attributes and usage of services at the San Francisco Airport (SFO), in order to determine, from among these variables, the underlying structure of the factors that are primary in leading a customer of SFO to his/her overall rating of SFO. We then perform a stepwise logistic regression analysis using these factors as independent variables, and an overall evaluation of SFO as the dependent variable, to find out how these factors affect the overall evaluation of SFO.

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