Case on At and t- spss analysis

8/13/2019 Case on At and t- spss analysis

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AT & T Wireless

A peep into Data Analysis


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A Game of Consolidations

Sprint PCS improved its growth by focusing on the improved wirelessservices and leasing its network to other carriers.

In 2004, Cingular acquired AT & T wireless. In 2006, AT & T acquiredBellsouth to become the largest telecom giant.

Verizon Wireless was formed by the union of Bell Atlantic Mobile, Air

Touch Cellular, Prime Co and GTE Wireless. Vodafone has 45% stake in

Verizon.

On Aug, 12, 2005 Sprint & Nextel completed their merger to become the3rd largest telecom giant.

VirginMobile SprintPCS Quest


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Percentage of Subscribers:

Key USPs:

Price and Quality

2 year contract renewals

Unlimited Plans and handset subsidies Upgrades to enhanced data networks with 3rdgeneration handsets.

New data services: Photos, videos and other multimedia applications

transferred through wifi.

AT & T, 30

Verizon, 28

SprintNextel, 23

T Mobile,12

AllTell Inc,5

US Cellular,2

The Battle Ground


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Looking towards Research

Target:

Increase new subscribers

Maintain high Avg Revenue Per User.

Key Findings:

Only 50% of respondents were highly satisfied.

37% of subscribers switched their carrier.

10% filed a billing problem.

Only 40% reported that response to complaints was helpful.

Research Problem:

To find the reasons why customers are leaving AT & T.


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Data AnalysisRecoding:

Lets Recode year of birth into Age Quartiles:

Year of Birth Code

1970 and later 1

1960 to 1969 2

1950 to 1959 3

1940 and earlier 4


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Descriptive Statistics: Crosstabs Is there any significant association between people using AT & T Wireless

Services and their Age?

Do you currently have wireless service from a carrier other than Cingular *

Age_Quartiles Crosstabulation

Count

Age_Quartiles Total

1 2 3 4

Do you currently have

wireless service from a

carrier other than

Cingular

Yes 69 72 53 51 245

No 32 39 37 49 157

Total 101 111 90 100 402

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)

Pearson Chi-Square 7.338a 3 .062

Likelihood Ratio 7.315 3 .063

Linear-by-Linear

Association

7.110 1 .008

N of Valid Cases 402

a. 0 cells (.0%) have expected count less than 5. The minimum

expected count is 35.15.


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Descriptive Statistics: Crosstabs Is there any significant association between people using AT & T Wireless

Services and their views about the AT & Ts Services as in Q7?

Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 24.318a

10 .007Likelihood Ratio 24.824 10 .006

Linear-by-Linear

Association

7.884 1 .005

N of Valid Cases 402

a. 1 cells (4.5%) have expected count less than 5. The minimum

expected count is 4.30.

Crosstab

Count

Do you currently

have wireless

service from a

carrier other

than Cingular

Total

Yes No

Consumer

is able to

make or

receive

calls

wherehe/she

lives and

travels

Level 0 - Does not

describe Cingular

19 13 32

Level 1 5 6 11

Level 2 19 7 26

Level 3 17 4 21

Level 4 16 7 23Level 5 - Midway in

describing Cingular

39 15 54

Level 6 23 10 33

Level 7 24 8 32

Level 8 29 28 57

Level 9 13 13 26

Level 10 - Describes

Cingular well

41 46 87

Total 245 157 402


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Inferential Statistics

Do the respondents evaluate AT & T more favorably on high Customer

Satisfaction as compared to that of Low Prices?

Paired Samples Statistics

Mean N

Std.

Deviation

Std. Error

Mean

Pair 1 Cingular provides

high-quality

customer service

7.53 402 2.741 .137

Cingular has lower

prices

5.48 402 2.640 .132

Paired Samples Test

Paired Differences

t df

Sig. (2-

tailed)Mean

Std.

Deviation

Std. Error

Mean

95% Confidence Interval

of the Difference

Lower Upper

Pair 1 Cingular

provides

high-quality

customer

service -

Cingular haslower prices

2.052 3.073 .153 1.751 2.354 13.391 401 .000


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Inferential Statistics

Derive a Model of the factors determining that AT & T has plans that meet

your needs?

Sr.

No

Factor Correlation Coeff Sig

1 Consumer is able to make or receive calls .611** .000

2 Consumer gets few dropped calls .341** .000

3 Voice Quality of the calls is very good .411** .000

4 Cingular has favorable contract requirements .235** .000

5 Cingular has calling plans that meet consumers'needs

.341** .000

6 Cingular has selection of phones that meet

consumers' needs

.288** .000

7 Cingular has error-free billing statement .243** .000

8 Cingular provides high-quality customer service .269** .000

9 Cingular has conveniently-located stores .244** .000

10 Cingular has lower prices .254** .000


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Regression Model

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .662a .438 .424 2.429

Model Unstandardized Coefficients Standardized

Coefficients

B Std. Error Beta1 (Constant) -.105 .566

Consumer is able to make or receive calls where he/she lives

and travels

.538 .048 .534

Consumer gets few dropped calls .044 .046 .043

Voice Quality of the calls is very good -.009 .061 -.007

Cingular has favorable contract requirements -.092 .059 -.078

Cingular has calling plans that meet consumers' needs .248 .053 .218

Cingular has selection of phones that meet consumers' needs .089 .050 .076

Cingular has error-free billing statement .000 .059 .000

Cingular provides high-quality customer service .064 .058 .054

Cingular has conveniently-located stores .051 .062 .036

Cingular has lower prices .025 .058 .020


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Find 2 important factors from the Attributes

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of SamplingAdequacy.

.827

Bartlett's Test of

Sphericity

Approx. Chi-Square 1321.828

df 55

Sig. .000

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

1 4.083 37.115 37.115 4.083 37.115 37.115 3.031 27.557 27.557

2 1.508 13.705 50.819 1.508 13.705 50.819 2.559 23.263 50.819

3 .992 9.018 59.837

4 .834 7.585 67.422

5 .734 6.675 74.096

6 .684 6.217 80.313

7 .511 4.648 84.961

8 .494 4.494 89.455

9 .467 4.245 93.700

10 .390 3.548 97.248

11 .303 2.752 100.000

Extraction Method: Principal Component Analysis.


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Factor Analysis

Eigen value: The standardized variance associate with a particular factor.


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Factor Analysis

Factor 1: Cost and Customer needs centric factors

Factor 2:Network Related factors

Rotated Component Matrixa

Component

1 2

Cingular's coverage are meets your needs .223 .693

Consumer is able to make or receive calls where he/she lives andtravels

.086 .850

Consumer gets few dropped calls .167 .682

Voice Quality of the calls is very good .221 .768

Cingular has favorable contract requirements .775 .085

Cingular has calling plans that meet consumers' needs .719 .048

Cingular has selection of phones that meet consumers' needs .479 .270Cingular has error-free billing statement .619 .282

Cingular provides high-quality customer service .668 .254

Cingular has conveniently-located stores .432 .257

Cingular has lower prices .730 .094

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 3 iterations.


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Factor Analysis

Component Transformation Matrix

Component 1 2

1 .769 -.6392 -.639 .769Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Case on At and t- spss analysis

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