Research Information System
1st International Congress on Economics Public Finance Business & Social Sciences, Kütahya, Turkey, 9 - 11 November 2023, pp.62-63
A statistical relationship between any two variables,
whether causal or not, refers to correlation. In correlation analysis,
correlation coefficients such as Pearson or Spearman correlation coefficients
are calculated to measure the extent to which two variables are related. This type of analysis is known as bivariate
analysis in statistics. On the other hand, multivariate analysis methods are
used in cases where there are more than two variables. When it is desired to
determine and measure the relationships between two sets of variables, the
canonical correlation analysis method, one of the multivariate analysis methods,
is used.
In this study, it is aimed to investigate the
relationships between variable sets used in measuring the concepts of perceived
quality, perceived value, loyalty and image regarding the services provided to
the customers of a luxury car brand in Bursa by using the canonical correlation
analysis method. For this purpose, a survey was conducted among automobile
service customers and the obtained data was analyzed in the SPSS package
program. Research findings show that the perceived quality variable set has a
correlation of 0.84 with the perceived value variable set, 0.76 with the
loyalty variable set and 0.86 with the image variable set. On the other hand,
it was found that the perceived value variable set had a correlation of 0.86
with the loyalty variable set and 0.89 with the image variable set. It was
found that the loyalty variable set had a correlation of 0.85 with the image
variable set. As a result, all sets of variables appear to be highly correlated
with each other.