Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
Table 1 
The result of reliability analysis 
Items 
Mean Std. Deviation
Cronbach’s Alpha 
Cabin Interior 
5.31 
1.23 
Food Service (Tableware) 
5.44 
1.13 
Cabin Service Facility (Seats, Bar etc.) 
6.00 
1.24 
Cabin Entertainment System (Music, Movie etc.) 
5.40 
1.01 
Image 
Differentiation 
Positioning 
Crew Uniform 
5.50 
1.11 
0.752 
Cabin Interior 
5.25 
1.05 
Food Service (Tableware) 
5.15 
1.26 
Cabin Service Facility (Seats, Bar etc.) 
5.50 
0.87 
Cabin Entertainment System (Music, Movie etc.) 
5.54 
0.83 
Attitude 
Crew Uniform 
5.08 
0.97 
0.813 
Cabin Interior 
4.83 
1.02 
Food Service (Tableware) 
4.90 
1.29 
Cabin Service Facility (Seats, Bar etc.) 
5.21 
1.13 
Cabin Entertainment System (Music, Movie etc.) 
5.10 
1.21 
Behavior 
Crew Uniform 
4.81 
1.24 
0.897 
 
In a confirmatory factor analysis, the reliability of an indicator variable is defined as the square of the 
correlation between a latent factor and that indicator. In other words, the reliability indicates the percent of variation 
in the indicator that explained by the factor that it is supposed to measure. The reliability of an indicator can be 
computed by simply squaring the standardized factor loadings obtained in the confirmatory factor analysis. 
Furthermore, it is possible to compute a composite reliability for each latent factor. This confirmatory factor analysis 
was employed to examine support for the priori dimensions and construct validity of two underlying dimensions of 
the positioning differentiation. Table 2 summarizes the result of the factor analysis. 

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