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The data provided here contains some invalid values.

For example the PREFED field can only have values 1,2 or 3 therefore any blanks and other values for allother fields is rectified.

The file is then saved as test_valid_data.xls

Assumptions:1. The data with missing values and highly wrong figures have been deleted. For example,

observation 174 with an SQ2 rating of 42.2. The Likert scale is from 1 to 5, however, many records have a rating of 0 as well. So, these

records have not been deleted as the compromise the sample size, instead 0 has been used as

another point of rating representing too strongly disagree .

D iscriminant with De p e nd e nt variabl e 1, 2, 3:y Independent variables considered are:

o RS 1, 2, 3o SQ 1, 2, 3o Food 1, 2, 3o A ffComm 1, 2o Freq

y The most important variables come out to be:

o SQ1 always receive warm welcome and assistanceo A ffComm 1 feel like a part of a family as customero A ffComm 2 strong sense of identification

F actor Analysis Ov e rall:y O n the basis of Scree plots, 2 factors can be made from the initial 11.y The 1 st factor contains the variables RS1, RS2, RS3, SQ1, SQ2, SQ3, Food1, Food2 and Food3

which together can be called the How is the O verall Servicey The 2 nd factor contains A ffComm1 and A ffComm2 whch together can be called the What is the

Emotional Impact .

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F actor Analysis Mal e s:y O n the basis of Scree plots, 2 factors can be made from the initial 11.y The 1 st factor has RS1, RS2, RS3, SQ1, SQ2, SQ3, Food1, Food2 and Food3 which together can be

called the How is the overall Service . However, it is difficult to classify SQ2, SQ3, Food1,

Food2, Food3 because they have almost similar loading on both the factors. So they have beentaken as part of factor 1.

y The 2 nd factor contains A ffComm1 and A ffComm2 which together can be called the What is theO verall Emotional Impact .

F actor Analysis F e mal e s:y O n the basis of Scree plots, 3 factors can be made from the initial 11.y The 1 st factor has SQ2, SQ3, Food1, Food2, Food3 and can be called In Flight Servicey The 2 nd factor has RS1, RS2, RS3 and can be called O verall Responsey The 3 rd factor has SQ1, A ffComm1, A ffComm2 and can be called How is the Customer Treated

Ov e rall Conclusion:y For the overall study, very generalized results were obtained.y For males, the results still showed some differences and even as per the scree plot a 3 rd factor

could be made, however the variables have been generally clubbed into 2 factors only.

y While studying the female group, clearly 3 factors were formed which gave a better and moredetailed clubbing of the variables. These showed more variability between the 3 factors.

y Thus, overall, the study with respect to females help in better factor analysis by bringing more

factors as representative of the initial variables.