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

RESULTS 
Scales 
The five categories of Parasuraman and Grewal’s service quality model were measured in this study. Three 
items were used to measure reliability and had a coefficient alpha (Cronbach’s alpha) of 0.69. The responsiveness 
scale (three items) and the assurance scale (four items) had a coefficient alpha of 0.68, respectively. Two items for 
the empathy scale had a coefficient alpha of 0.84 and two items for the tangibles scale had a coefficient of 0.75.
Two items were used to measure perceived value and had a coefficient alpha of 0.88. Two items were used to 
measure behavioral loyalty (Cronbach’s alpha = 0.71) and two items were used to measure affective loyalty 
(Cronbach’s alpha = 0.89).