Analysis of the Research

The group collected responses from 200 respondents mostly students, few office goers, a handful of working women and from some old aged people. The interpretations are as follows:

Factor Analysis
1. Correlation Matrix: This correlation matrix summarizes the interrelationship among set of variables or a set of items in a scale. In our case the determinant value for the Correlation matrix is 0.73 i.e. it lies between 0 to 1 and hence according to the thumb rule if the determinant value lies between that ranges then we can conclude that the correlation matrix is neither an identity matrix nor a singular matrix. This value confirms the assumption that there are sufficient inter relationships among our study items.

2. KMO & Bartletts Test: The output shows that there is sample adequacy of 0.750 and according to the thumb rule any value above 0.6 suggests that the sample taken is adequate. Hence in our case the sample taken is adequate. Larger the value of Bartlett test indicates greater likelihood the correlation matrix is not an identity matrix and null hypothesis will be rejected. In this example, The Bartlett test value (560.670) is significant (i.e., a significance value of less than .05); this means, we may reject the null hypothesis that our correlation matrix is an identity matrix and will conclude that the variables are correlated highly enough to provide a reasonable basis for factor analysis.

3. Rotated Component Matrix: The initial SPSS output shows that there are cross loading in factors, hence we removed a few variables from our research work and again performed Factor Analysis. The output is shown below:

This output now shows that cross loadings are removed from the factors and we have identified 4 factors through the help of factor analysis. The factors are: Factor 1 includes reliability, re-booking, customer service, accessibility, GPRS/GPS Technology & Maintenance Factor 2 includes comfort, timely service & booking is easy Factor 3 includes drivers are customer friendly & Value for money Factor 4 includes brand name and waiting costs

Regression Analysis

1. Model Summary: The in SPSS regression output shows the model summary, which

provides the value of R (Multiple Correlation), R2 (Coefficient of Determination) and Adjusted R2 (R2 adjusted with Degrees of Freedom). In this model, R has a value of 0.556. This value represents the multiple correlations between dependent and independent variables. The value of R2 shows all the three independent variables can account for 31 % of the variation in Likeliness. In other words, if the researcher would like to explain the contribution of all these four factors on likeliness, looking at the R2 it is possible. This means that around 34 % of the variation in likeliness cannot be explained by these factors. Therefore, it can be concluded that there must be other variables that have influence on likeliness.

2. Coefficients: Therefore, it can be interpreted that if our independent variable is increased by one unit (FACTOR 2), then our model predicts that 35% change in depended variable (here Likeliness) occurs while holding other variables like Factor 1, Factor 3 & Factor 4 constant. Also it means that there is an inverse relationship between factor 3 & 4 with likeliness. That is if the company focuses more on these factors it will not help increase customer likeliness Thus through this model we are able to predict that: Factor 2 which includes: includes comfort, timely service & booking is easy is the most contributing variables that differentiate this brand from other cab service providers. Customer likeliness is more dependent on these variables and the company should focus their efforts in providing more comfort in the car with proper leg space and enough space for storage of luggage Also it is seen that customers perceive that Meru Cab is providing timely service and therefore it should increase its fleet of cars so that it can continue to be able to provide timely service even in case of heavy emergency

Moreover customers prefer Meru Cab because of its ease of booking. Hence we suggest that Meru cab should strengthen their backend operations specially the customer service & the call center department which handles customer queries. This will enable them to provide more quick, error free and efficient solution to all customer queries and customer likeliness will definetly increase if they can provide more smooth backend operations.