Canonical correlation analysis of customer satisfaction and future purchase of mail-order speciality food

Abstract

Analyses customer satisfaction with mail-order speciality foods in the UK and examines the relationship between satisfaction with eight attributes of mail-order speciality food and their association with overall satisfaction and likelihood of future purchase. Univariate analysis reveals that a high proportion of mail-order customers experience satisfaction with each of the eight mail-order attributes, reflected in a high proportion of customers who are satisfied overall and who intend to repurchase the products in the future. Canonical correlation analysis reveals a statistically significant relationship between one set of variables, overall satisfaction and likelihood of future purchase, and another set of variables, the eight mail-order attributes. Consequently the results indicate that customer satisfaction is associated with service aspects of mail-order such as the order process and delivery service as well as physical product attributes such as product quality.