Cluster

Case Processing Summary(a,b)

Cases
Valid Missing Total
N Percent N Percent N Percent
200 100.0 0 .0 200 100.0
a Squared Euclidean Distance used
b Average Linkage (Between Groups)

Average Linkage (Between Groups)

Agglomeration Schedule

Stage Cluster First

Cluster Combined Appears

Stage Cluster 1 Cluster 2 Coefficients Cluster 1 Cluster 2 Next Stage

1 141 145 .000 0 0 15
2 133 137 .000 0 0 110
3 97 134 .000 0 0 60
4 116 132 .000 0 0 105
5 117 129 .000 0 0 23
6 69 125 .000 0 0 143
7 73 121 .000 0 0 22
8 110 111 .000 0 0 53
9 108 109 .000 0 0 36
10 77 102 .000 0 0 160
11 85 86 .000 0 0 143
12 90 192 1.000 0 0 18
13 98 135 1.000 0 0 60
14 31 83 1.000 0 0 27
15 141 156 2.000 1 0 44
16 104 148 2.000 0 0 25
17 15 17 2.000 0 0 56
18 90 161 2.500 12 0 26
19 1 187 3.000 0 0 59
20 16 185 3.000 0 0 41
21 140 169 3.000 0 0 83
22 73 147 3.000 7 0 43
23 117 136 3.000 5 0 57
24 43 122 3.000 0 0 75
25 101 104 3.000 0 16 42
26 37 90 3.000 0 18 46
27 31 190 3.500 14 0 45
28 166 198 4.000 0 0 66
29 50 197 4.000 0 0 99
30 6 196 4.000 0 0 108
31 96 180 4.000 0 0 94
32 45 177 4.000 0 0 91
33 170 173 4.000 0 0 74
34 35 142 4.000 0 0 52
35 99 119 4.000 0 0 47
36 84 108 4.000 0 9 61
37 76 105 4.000 0 0 99
38 66 82 4.000 0 0 100
39 48 59 4.000 0 0 91
40 12 32 4.000 0 0 95
41 16 21 4.500 20 0 129
42 101 165 4.667 25 0 106
43 73 164 4.667 22 0 83
44 141 162 4.667 15 0 109
45 31 44 4.667 27 0 94
46 7 37 4.750 0 26 74
47 99 184 5.000 35 0 57
48 58 176 5.000 0 0 89
49 152 172 5.000 0 0 58
50 18 168 5.000 0 0 86
51 14 143 5.000 0 0 104
52 35 112 5.000 34 0 72
53 4 110 5.000 0 8 62
54 33 107 5.000 0 0 123
55 62 91 5.000 0 0 76
56 2 15 5.000 0 17 88
57 99 117 5.444 47 23 103
58 152 171 5.500 49 0 81
59 1 155 5.500 19 0 63
60 97 98 5.500 3 13 113
61 67 84 5.667 0 36 117
62 4 75 5.667 53 0 87
63 1 5 5.667 59 0 111
64 118 189 6.000 0 0 98
65 88 175 6.000 0 0 153
66 144 166 6.000 0 28 118
67 24 158 6.000 0 0 132
68 27 157 6.000 0 0 115
69 23 70 6.000 0 0 149
70 57 68 6.000 0 0 133
71 25 39 6.000 0 0 126
72 8 35 6.000 0 52 101
73 10 13 6.000 0 0 97
74 7 170 6.400 46 33 103
75 43 71 6.500 24 0 86
76 60 62 6.500 0 55 131
77 199 200 7.000 0 0 167
78 131 183 7.000 0 0 123
79 95 178 7.000 0 0 90
80 92 159 7.000 0 0 105
81 47 152 7.000 0 58 93
82 56 150 7.000 0 0 138
83 73 140 7.000 43 21 102
84 34 138 7.000 0 0 92
85 29 72 7.000 0 0 131
86 18 43 7.167 50 75 107
87 4 182 7.250 62 0 101
88 2 128 7.333 56 0 120
89 58 103 7.500 48 0 146
90 41 95 7.500 0 79 136
91 45 48 7.500 32 39 117
92 11 34 7.500 0 84 152
93 47 167 7.750 81 0 145
94 31 96 7.750 45 31 106
95 12 193 8.000 40 0 127
96 36 153 8.000 0 0 145
97 10 123 8.000 73 0 137
98 64 118 8.000 0 64 112
99 50 76 8.000 29 37 126
100 28 66 8.000 0 38 107
101 4 8 8.000 87 72 120
102 42 73 8.167 0 83 118
103 7 99 8.357 74 57 132
104 14 139 8.500 51 0 139
105 92 116 8.500 80 4 136
106 31 101 8.667 94 42 119
107 18 28 8.933 86 100 128
108 6 149 9.000 30 0 130
109 19 141 9.000 0 44 114
110 126 133 9.000 0 2 151
111 1 154 9.250 63 0 130
112 64 100 9.667 98 0 129
113 55 97 9.750 0 60 139
114 19 51 9.800 109 0 147
115 27 191 10.000 68 0 140
116 9 181 10.000 0 0 135
117 45 67 10.125 91 61 140
118 42 144 10.143 102 66 119
119 31 42 10.600 106 118 128
120 2 4 10.611 88 101 146
121 53 174 11.000 0 0 163
122 46 163 11.000 0 0 179
123 33 131 11.000 54 78 151
124 20 79 11.000 0 0 182
125 40 63 11.000 0 0 150
126 25 50 11.000 71 99 138
127 12 22 11.000 95 0 153
128 18 31 11.050 107 119 148
129 16 64 11.083 41 112 157
130 1 6 11.133 111 108 149
131 29 60 11.500 85 76 148
132 7 24 11.846 103 67 147
133 57 124 12.000 70 0 168
134 38 120 12.000 0 0 184
135 9 49 12.000 116 0 158
136 41 92 12.250 90 105 154
137 10 61 12.333 97 0 157
138 25 56 12.667 126 82 156
139 14 55 12.667 104 113 159
140 27 45 12.792 115 117 154
141 179 194 13.000 0 0 178
142 89 186 13.000 0 0 171
143 69 85 13.000 6 11 165
144 30 80 13.000 0 0 176
145 36 47 13.400 96 93 162
146 2 58 13.462 120 89 161
147 7 19 14.122 132 114 158
148 18 29 14.150 128 131 159
149 1 23 14.375 130 69 161
150 40 94 14.500 125 0 180
151 33 126 14.667 123 110 181
152 11 52 14.667 92 0 162
153 12 88 14.750 127 65 168
154 27 41 14.818 140 136 172
155 78 146 16.000 0 0 192
156 25 54 16.125 138 0 167
157 10 16 16.679 137 129 164
158 7 9 16.778 147 135 164
159 14 18 16.947 139 148 163
160 77 113 17.000 10 0 183
161 1 2 17.188 149 146 166
162 11 36 17.357 152 145 171
163 14 53 17.866 159 121 166
164 7 10 18.473 158 157 173
165 69 81 18.500 143 0 193
166 1 14 18.979 161 163 173
167 25 199 19.167 156 77 188
168 12 57 19.389 153 133 172
169 26 130 20.000 0 0 196
170 106 127 20.000 0 0 193
171 11 89 20.227 162 142 185
172 12 27 20.488 168 154 180
173 1 7 20.693 166 164 181
 174 3 115 21.000 0 0 182
175 65 114 21.000 0 0 194
176 30 93 21.500 144 0 184
177 87 188 22.000 0 0 187
178 179 195 22.500 141 0 192
179 46 74 22.500 122 0 189
180 12 40 23.716 172 150 186
181 1 33 23.821 173 151 185
182 3 20 24.000 174 124 191
183 77 151 24.333 160 0 189
184 30 38 25.000 176 134 190
185 1 11 25.964 181 171 186
186 1 12 27.387 185 180 188
187 87 160 28.000 177 0 197
188 1 25 28.474 186 167 190
189 46 77 30.250 179 183 191
190 1 30 30.811 188 184 195
191 3 46 32.000 182 189 195
192 78 179 33.000 155 178 198
193 69 106 35.400 165 170 194
194 65 69 35.500 175 193 199
195 1 3 36.536 190 191 196
196 1 26 37.088 195 169 197
197 1 87 41.288 196 187 198
198 1 78 41.644 197 192 199
199 1 65 43.113 198 194 0

Quick Cluster
Initial Cluster Centers

Cluster
1 2 3 4
efficient 1 4 4 5
belivecomplain 5 5 3 2
satisfacrespon 1.00 5.00 2.00 4.00
switchtoanthr 3.00 2.00 4.00 2.00
belived 4.00 5.00 2.00 5.00
dontknow 4.00 1.00 4.00 5.00
unnecessary 1.00 5.00 5.00 1.00
mistake 4.00 5.00 4.00 4.00
feedback 5.00 2.00 2.00 5.00
credibility 4.00 5.00 1.00 5.00
satisfy 1.00 5.00 4.00 5.00
claimdamage 1.00 5.00 4.00 5.00

Iteration History(a)

Iteration Change in Cluster Centers

 1 2 3 4
1 4.132 3.789 3.770 3.650
2 .224 .372 .823 .231
3 .106 .173 .327 .170
4 .104 .209 .184 .326
5 .096 .221 .185 .503
6 .149 .102 .174 .346
7 .090 .088 .000 .236
8 .093 .059 .000 .174
9 .091 .034 .080 .192
10 .138 .038 .146 .270
11 .113 .030 .000 .143
12 .127 .000 .000 .107
13 .000 .000 .000 .000
a Convergence achieved due to no or small change in cluster centers. The maximum absolute coordinate change for
any center is .000. The current iteration is 13. The minimum distance between initial centers is 7.280.

Cluster Membership

Case Number Cluster Distance

1 2 3.198
2 2 2.966
3 3 4.390
4 2 2.809
5 2 1.890
6 4 3.270
7 1 2.899
8 2 2.710
9 1 3.471
10 1 2.899
11 3 3.381
12 4 3.081
13 1 2.471
14 2 3.361
15 2 3.584
16 4 1.868
17 2 2.888
18 2 2.731
19 2 3.348
20 3 4.402
21 4 2.587
22 4 3.292
23 2 3.721
24 3 3.045
25 1 3.076
26 3 4.502
27 4 2.728
28 2 2.912
29 2 3.640
30 1 3.454
31 2 2.904
32 4 3.604
33 2 4.333
34 3 2.876
35 2 2.307
36 3 2.364
37 1 2.070
38 4 4.711
39 1 3.262
40 4 3.007
41 3 2.993
42 2 2.612
43 2 2.394
44 2 2.427
45 4 2.437
46 3 3.921
47 3 2.984
48 4 2.596
49 1 3.297
50 1 2.909
51 2 3.536
52 3 4.336
53 2 3.223
54 1 3.047
55 2 3.293
56 1 3.621
57 4 3.434
58 2 2.384
59 4 2.332
60 2 3.184
61 1 3.596
62 2 2.379
63 4 3.980
64 3 2.706
65 1 4.317
66 2 2.487
67 4 2.538
68 4 3.774
69 1 4.795
70 2 3.166
71 2 3.116
72 2 3.307
73 2 2.154
74 3 4.900
75 2 2.888
76 1 3.280
77 3 3.334
78 4 4.538
79 3 3.001
80 2 3.711
81 4 4.170
82 2 2.646
83 2 2.801
84 4 2.458
85 1 4.115
86 1 4.115
87 3 4.479
88 4 3.270
89 3 4.372
90 1 2.112
91 3 3.412
92 4 3.793
93 3 4.348
94 4 3.491
95 4 2.417
96 2 2.833
97 2 2.455
98 2 2.672
99 2 2.100
100 3 3.205
101 2 2.450
102 3 3.334
103 2 3.163
104 2 2.068
105 1 1.923
106 3 4.714
107 2 3.300
108 4 2.488
109 4 2.488
110 2 2.023
111 2 2.023
112 2 2.062
113 3 4.073
114 1 4.789
115 1 4.143
116 4 2.437
117 2 2.201
118 3 2.802
119 2 1.972
120 3 4.225
121 2 2.154
122 2 1.253
123 1 2.399
124 4 4.329
125 1 4.795
126 2 3.464
127 1 4.523
128 2 3.888
129 2 2.201
130 3 4.467
131 2 3.668
132 4 2.437
133 2 3.696
134 2 2.455
135 2 2.133
136 2 2.655
137 2 3.696
138 3 2.430
139 2 4.129
140 2 3.269
141 2 2.784
142 2 2.062
143 2 2.735
144 2 2.697
145 2 2.784
146 4 4.872
147 2 2.170
148 2 2.568
149 2 3.395
150 1 2.816
151 3 5.151
152 3 2.607
153 1 2.471
154 2 4.040
155 2 3.358
156 2 3.097
157 4 3.208
158 3 2.556
159 4 3.292
160 4 5.300
161 2 2.680
162 2 2.896
163 3 3.270
164 2 2.068
165 2 2.900
166 3 1.935
167 3 3.270
168 2 1.966
169 2 2.594
170 1 1.184
171 3 1.922
172 3 3.326
173 1 2.349
174 2 4.107
175 4 2.385
176 2 2.685
177 4 2.010
178 4 2.406
179 4 5.356
180 2 3.438
181 1 3.621
182 2 3.116
183 2 2.594
184 2 2.532
185 4 2.107
186 3 3.518
187 2 3.016
188 3 4.532
189 3 2.142
190 2 2.788
191 4 2.990
192 1 1.953
193 4 2.791
194 4 4.079
195 2 5.257
196 2 3.195
197 1 3.234
198 2 1.582
199 1 4.028
200 1 3.621

Final Cluster Centers

Cluster
1 2 3 4
efficient 2 4 4 4
belivecomplain 4 4 4 4
satisfacrespon 2.00 3.72 3.55 3.58
switchtoanthr 3.35 3.09 2.82 3.93
belived 4.74 4.73 3.84 4.28
dontknow 4.18 4.06 3.55 3.93
unnecessary 3.26 4.58 3.89 1.68
 mistake 3.44 4.53 2.50 3.60
feedback 4.21 3.80 3.66 4.03
credibility 4.41 4.59 3.21 4.35
satisfy 2.82 4.31 3.87 4.08
claimdamage 3.24 3.78 3.16 3.88

Distances between Final Cluster Centers

Cluster 1 2 3 4
1 3.370 3.146 3.072
2 3.370 2.906 3.244
3 3.146 2.906 3.121
4 3.072 3.244 3.121

ANOVA

Cluster Error F Sig.

Mean Square df Mean Square df
efficient 22.470 3 .870 196 25.820 .000
belivecomplain .912 3 .983 196 .927 .429
satisfacrespon 25.763 3 .822 196 31.350 .000
switchtoanthr 9.326 3 1.549 196 6.022 .001
belived 8.240 3 .648 196 12.707 .000
dontknow 2.923 3 .907 196 3.221 .024
unnecessary 79.793 3 .635 196 125.705 .000
mistake 39.165 3 .966 196 40.534 .000
feedback 2.317 3 .966 196 2.397 .069
credibility 17.525 3 .546 196 32.125 .000
satisfy 18.367 3 .606 196 30.309 .000
claimdamage 5.979 3 1.155 196 5.175 .002
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus
cannot be interpreted as tests of the hypothesis that the cluster means are equal.

Number of Cases in each Cluster

Cluster 1 34.000
2 88.000
3 38.000
4 40.000
Valid 200.000
Missing .000
The term cluster analysis (first used by Tryon, 1939) encompasses a number
of different algorithm and methods for grouping objects of similar kind into
respective categories. A general question facing researchers in many areas
of inquiry is how to organize observed data into meaningful structures, that
is, to develop taxonomies. In other words cluster analysis is an exploratory
data analysis tool which aims at sorting different objects into groups in a
way that the degree of association between two objects is maximal if they
belong to the same group and minimal otherwise.

Our main objective is here to identify complaining behavior of Airtel’s

consumer.

“Higher the value of “F” more important that variable is for clustering
solution that is variable contribute maximum in creation of “CLUSTER”..”

Variables F
Efficient complaint handling
mechanism 25.820

I am not satisfied ,I believe

in complaining .927

quick and satisfactory

response 31.350

Switch to another service

provider 6.022

It is believed must have an

efficient complaint handling 12.707
mechanism

don’t know where to

complain 3.221

satisfied and not complain

unnecessarily 125.705

Any company can make

mistakes 40.534

nothing comes off the

feedback forms 2.397

responsive company has 32.125

greater credibility
 Satisfied 30.309

Customers can claim

5.175
damages

According to F values these are important variable that driven consumer behavior for Airtel
from most important to least important and these are:-

1. satisfied and not complain unnecessarily

2. Any company can make mistakes
3. responsive company has greater credibility
4. quick and satisfactory response
5. Satisfied
6. Efficient complaint handling mechanism

These variable playing most important role in consumer behavior

Cluster
1 2 3 4
efficient 2 4 4 4
satisfacrespon 2.00 3.72 3.55 3.58
unnecessary 3.26 4.58 3.89 1.68
mistake 3.44 4.53 2.50 3.60
credibility 4.41 4.59 3.21 4.35
satisfy 2.82 4.31 3.87 4.08

Cluster 1 –Neutral/Customer inertia

Cluster 2 –Most loyal customer

Cluster 3 –Passive customer/non-complainer

Cluster 4 –Complainer/not switcher

 BEHAVIOUR ANALYSIS OF CONSUMER

Neutral/Customer inertia:- This segment basically consist of Neutral customer or you can
say they are little lazy in changing company, as they are not totally satisfy with company they
believe that airtel don’t have efficient mechanism to solve there problem as they quoted that
they don’t get satisfactory response from company and they are not satisfy company shpoul
give some focus on this type of customer as they can be switcher of company in future.

Most loyal customer:- They are the customer totally satisfied with company as
they believe that company always helps him when they feel problem with service
they believe Airtel have very efficient mechanism to solve their problem they also
believe that if Airtel do mistake it’s a company and any company can do mistake,
so they are the most precious consumer for Airtel.

Passive customer/non-complainer :- This segment consists of those customers

who generally do not complain following a service failure. Majority of the
respondents (approximately 61 per cent) belong to this segment. Many times
they do not belive that company can do mistake as you are service provider you
should always give good services(mean score 2.50). They believe that customers
should not complain unnecessarily . It is against their basic beliefs and values to
complain if dissatisfied. They are moderately satisfied with the services of their
services .

Complainer/not switcher:- their main characteristic that they believe in complaining if

there is a problem they will complain. These customers also primarily believe in complaining
promptly in case of service failure or dissatisfaction and claiming for damages in case of poor
service delivery . Although they do not consider switching to another bank an immediate
option, they may consider it in case of bank not responding satisfactorily to their repeated
complaints . These customers being prompt complainers believe that not always do banks take
prompt remedial measures in case of complaints. Overall these customers believe that banks
must have efficient complaint handling and recovery