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).
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