Combining the Statistical and Interpretative Analyses for Testing E-Commerce Customer Loyalty Questionnaire

Abstract

Despite the interpretative data analysis may have often used practically to confirm the statistical analysis results in the questionnaire testing, but the confirmation is also often not expressed clearly by researchers. It seems like the statistical analysis is only the technique for testing a questionnaire. In addition, although the interpretative confirmation is common for the experienced researchers, it may be a distinctive constraint for beginners. This study elucidated how to combine the statistical and interpretative analyses for testing e-commerce customer loyalty (ECL) questionnaire. The aims were to assess statistically the questionnaire and to interpret the statistical analysis results. Besides the findings may be helpful practically for the other scholars in terms of the questionnaire testing works, the confirmation results can be a consideration point for revising the questionnaire.