Identification Of Logistic Elements Of Customer Service Using Principal Component Analysis

Logistics activities are considered as a priority by the management in everyday business, while having an adequate customer service as a powerful tool helps achieving the competitiveness of the company to continuously grow and develop in a global scale. The purpose of this paper is to identify the key logistic elements of customer service by aggregating the most important components in the sample of customers for retail stores in Bosnia and Herzegovina. The principal component analysis of the logistic elements of customer service was employed in the research, within the principal components method with the application of orthogonal rotation of VARIMAX with Kaiser normalization. The analysis of the main components extracted six components with characteristic eigenvalues greater than 1, where 24 claims were grouped around them. Orthogonal VARIMAX rotation was performed to facilitate the interpretation of the obtained components. The rotated solution showed a simpler structure of components that explains 64.08% of the variance. The results of the study confirmed a six-dimensional component structure. The extracted components are given the following names: possibility of ordering and delivery of products, convenience of delivery, packaging and assortment of products, location of retail store and payment terms, loyalty card benefits, spaciousness of stores, improvement of sales and product complaints and correction of potential errors.