What are the important (and manipulatable) factors that affect customer satisfaction?

Questions:
1. What are the important (and manipulatable) factors that affect customer satisfaction? Please use the variable dictionary on the xlsx file.
2. How does Amazon perform in terms of these factors compared to the industry average? In which areas does Amazon do well? In which areas does Amazon do poorly?
3. Based on the data, what should Amazon do to improve its customer satisfaction?
4. State other suggestions based on your domain knowledge (if any).
5. Please include the regression output (of the final model) from Excel as an appendix.

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