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

Modeling Comparisons 
Prior to examining the structural model, modeling comparisons were conducted. In the first competing 
model, the direct paths from OSQ to RVI/WOMI were added because numerous researchers in marketing had 
verified the direct relationship between service quality and BI (Parasuraman 
et al
., 1991; Zeithaml 
et al
., 1996). The 
result of 
χ
2
was 39.987 with 21 degrees of freedom (
χ
2
/df = 1.904, p < .01; RMSEA = .055; CFI = .994; NFI = 
.982), suggesting that the model fits the data. In comparing this model to the original model, there was no 
significant chi-square difference (
Δχ
2 
= 1.843, 
Δ
df
= 2). The added paths were not significant (
p
> .05) because of 
the mediating effect of CS. In addition, the original model had a slightly better fit with the data (
χ
2
/df = 1.819).
Thus, the proposed model remained. 
In the second competing model, an alternative ordering of OSQ and CS constructs was tested by switching 
the positions of two constructs in the theoretical model (CS 
→
OSQ 
→
RVI/WOMI). For the competing model, the 
Chi-square (
χ
2
) value was 155.08 (
df
= 23, 
p 
< .01). The CFI and NFI were .956 and .949, respectively. RMSEA 
was .138. In comparing this to the original theoretical model, it was clear that the proposed model fit was better 
than the competing model. This finding implies that OSQ should be used as an antecedent of CS in the structural 
model. Accordingly, the original theoretical model was used in further analysis.