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THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE,...
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![Page 1: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/1.jpg)
THE ROLE OF SERVICE INVOLVEMENT THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY BETWEEN SATISFACTION AND LOYALTY
USING CONVENIENCE-STORE, USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, TRANSPORTATION SERVICE,
EDUCATION, FILM, BANK, AND EDUCATION, FILM, BANK, AND INSURANCE AS EXAMPLESINSURANCE AS EXAMPLES
Fenghueih Huarng and Yun-Chi Hsieh
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contentscontentsResearch motivation and purpose
Research MethodsResults of empirical analysisConclusions
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Research motivation and Research motivation and purposepurpose
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Research motivation Research motivation (1/2)(1/2)The service industries different from the
general manufacturing industry characteristics
Intangibility
Indivisibility
Heterogeneity
No need
to invento
ry
Service features
![Page 5: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/5.jpg)
Research motivation Research motivation (2/2)(2/2) What are determinants of Service loyalty?
Involvement• Directly affect loyalty (Kim, Scott & Crompton, 1997; Bloemer & Kasper, 1995; Knox & Walker, 2003) • Is moderator or mediator (Chen & Tsai 2007; Suh & Yi, 2006; Olsen, 2007; Homburg and Giering, 2001)
Satisfaction:• Is direct determinant of loyalty in many previous studies
• But it’s effect is various among industries and not sufficient to explain loyalty
Service Loyalty
The distinctive characteristics of services:
intangibility, customization,
simultaneity, and perish ability may cause the
different roles of these factors in forming loyalty
![Page 6: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/6.jpg)
Research Purpose (1/2)Research Purpose (1/2)
•Passenger transport•Convenience store
•Education•Theater
•Bank•Insurance
peoplepeople thingsthingstangible
tangibleInvisi ble
Invisi ble
Service Receiver
Service Management for Competitive Advantage, by J.A. Fritzsimmons, M.J. Fritzsimmons (1997)
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Research purposes Research purposes (2/2)(2/2) How does the role of involvement
play in the customer satisfaction – loyalty relationship?
Will the direct service recipient affect the relationship among involvement, customer satisfaction, and loyalty?
Will the tangibility affect the relationship among involvement, customer satisfaction, and loyalty?
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Research MethodsResearch Methods
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FFour different modelsour different modelsOlsen ( 2007 )
Satisfation
Loyalty
Involvement
Satisfation
Loyalty
Involvemen
t
Satisfation
Loyalty
Involvement
Satisfation
Loyalty
Involvement
Partial Mediation
Partial Mediation
Full MediationFull Mediation
Direct EffectDirect Effect
ModerationModeration
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Research MethodsResearch Methods (1/5)(1/5)
Satisfaction Item Content of Item
SATSAT
Sat1
Sat2
Sat3
Sat4
Sat5
I am satisfied with my decision to ___here
I am very unsatisfied with this service.
I think this company is _____: very bad – very good
Overall, I rate my level of satisfaction with ___ as:Very low – very high
I am ___% satisfied with the ___
![Page 11: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/11.jpg)
Research MethodsResearch Methods (2/5)(2/5)
Involvement Factors Item Content of item
Inv1
Inv3
Inv5
Inv7
Inv2
Inv4
Inv6
Inv8
Inv9
Boring - Interesting
Appealing – unappealing
Mundane - Fascinating
Unexciting - Exciting
Important – unimportant
Valuable – worthless
Means a lot to me
Not needed – Needed
Irrelevant - Relevant
![Page 12: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/12.jpg)
Research MethodsResearch Methods (3/5)(3/5)
Involvement factor Item Content of item
Inv10
Inv11
Inv13
Inv15
Inv12
Inv14
Inv16
Choosing it is simple
I never know if I am making the right purchase
In purchase it, I am certain of my choice
I feel a bit at loss in choosing it
It’s not a big deal if I make a mistake in choosing it
It’s really annoying to make unsuitable purchase
A poor choice wouldn’t be upsetting
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Research MethodsResearch Methods (4/5)(4/5)
Loyalty factor Item Content of item
behavioral
behavioral
attitudinal
attitudinal
trust
Loy1
Loy2
Loy3
Loy4
Loy5
Loy7
Loy8
Loy10
Loy6
Loy9
Loy11
Loy12
I will transact with this _____again for future needsI will try new services that are provided by this____ I will recommend other people to patronize to this__I will say positive things to other people about the services provided at this
I will continue to patronize this ___ even if the service charges are increased moderately
I have strong preference to this ___
I will keep patronizing this ____ regardless of everything being changed somewhatI am likely to pay a little bit more for using the services of this ____This is like a friend to me
The people here respond caringly when I share my problems
Personnel are filled with professionalism and dedication
c
Personnel will consider my personal needs.
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Research MethodsResearch Methods (5/5)(5/5)
SEMSEM
MediatiMediation / on /
ModeraModerationtion
1-1-leveleve
llCFACFA 2-2-
levelevell
CFACFAReliabiReliability & lity & ValiditValidit
yy
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Results of empirical Results of empirical analysisanalysis
![Page 16: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/16.jpg)
※※1.1.IInsurance 2.Banknsurance 2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6. Education6. Education
Frequency (Ratio)
1 ※※ 2 3 4 5 6
M
124
(48.4%
)*
130
(49.2
%)
186
(74.7
%)
128
(52.7
%)
135
(55.6
%)
152
(59.4
%)
F
132
(51.6%
)
134
(50.8
%)
63
(25.3
%)
115
(47.3
%)
108
(44.4
%)
104
(40.6
%)
Cumulated
256
(100%)
264
(100
%)
249
(100
%)
243
(100
%)
243
(100
%)
256
(100
%)
Demographic information (1/7)
![Page 17: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/17.jpg)
Monthly income
Frequency (Ratio)
1 2 3 4 5 6
20000 and under
46
(18.0
%)
38
(14.4
%)
55
(22.1
%)
67
(27.6
%)
74
(30.5
%)
65
(25.4
%)
20001~30000
58
(22.7
%)
64
(24.2
%)
59
(23.7
%)
61
(25.1
%)
58
(23.9
%)
60
(23.4
%)
30001~40000
68
(26.6
%)
64
(24.2
%)
69
(27.7
%)
44
(18.1
%)
48
(19.8
%)
71
(27.7
%)
40001~50000
38
(14.8
%)
34
(12.9
%)
21
(8.4%
)
21
(8.6%
)
26
(10.7
%)
34
(13.3
%)
50001~60000
31
(12.1
%)
41
(15.5
%)
27
(10.8
%)
36
(14.8
%)
26
(10.7
%)
15
(5.9%
)
60001 and above
15
(5.9%
)
23
(8.7%
)
18
(7.2%
)
14
(5.8%
)
11
(4.5%
)
11
(4.%)
Demographic information (2/7) ※※ 1.1.IInsurance nsurance
2.Bank2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6.Education6.Education
![Page 18: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/18.jpg)
Demographic information (3/7) ※※
1.1.IInsurance nsurance 2.Bank2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6.Education6.Education
AgeFrequency (Ratio)
1 2 3 4 5 6
17 and under
7
(2.7%)
3
(1.1%
)
11
(4.4%
)
6
(2.5%
)
3
(1.2%
)
12
(4.7%
)
18~2580
(31.3%)
71
(26.9
%)
79
(31.7
%)
76
(31.3
%)
89
(36.6
%)
68
(26.6
%)
26~3381
(31.6%)
89
(33.7
%)
76
(30.5
%)
74
(30.5
%)
88
(36.2
%)
65
(25.4
%)
34~4135
(13.7%)
48
(18.2
%)
35
(14.1
%)
36
(14.8
%)
33
(13.6
%)
40
(15.6
%)
42 and above
53
(20.7%)
53
(20.1
%)
48
(19.3
%)
51
(21.0
%)
30
(12.3
%)
71
(27.7
%)
Cumulated256
(100%)
264
(100%
)
249
(100%
)
243
(100%
)
243
(100%
)
256
(100%
)
![Page 19: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/19.jpg)
Highest Education
Frequency (Ratio)
1 2 3 4 5 6
Junior High
12
(4.7%
)
3
(1.1%
)
15
(6.0%
)
5
(2.1%
)
6
(2.5%
)
27
(10.5
%)
High School
59
(23.0
%)
64
(24.2
%)
70
(28.1
%)
61
(25.1
%)
62
(25.5
%)
90
(35.2
%)
College
166
(64.8
%)
169
(64.0
%)
149
(59.8
%)
151
(62.1
%)
154
(63.4
%)
119
(46.5
%)
Master and Ph.D.
19
(7.4%
)
28
(10.6
%)
15
(6.0%
)
26
(10.7
%)
21
(8.6%
)
20
(7.8%
)
Cumulated256
(100%
)
264
(100%
)
249
(100%
)
243
(100%
)
243
(100%
)
256
(100%
)
Demographic information (4/7) ※※ 1.1.IInsurance nsurance 2.Bank2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6.Education6.Education
![Page 20: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/20.jpg)
OccupationFrquency (Ratio)
1 2 3 4 5 6
Teaching, Military,
Public service
118
(46.1
%)
120
(45.5
%)
159
(63.9
%)
100
(41.2
%)
90
(37.0
%)
75
(29.3
%)
Agriculture, Forest, Fishing
4
(1.6%
)
7
(2.7%
)
5
(2.0%
)
7
(2.9%
)
3
(1.2%
)
22
(8.6%
)
Manufacturing
16
(6.3%
)
26
(9.8%
)
22
(8.8%
)
21
(8.6%
)
18
(7.4%
)
20
(7.8%
)
Commerce
15
(5.9%
)
29
(11.0
%)
13
(5.2%
)
20
(8.2%
)
20
(8.2%
)
22
(8.6%
)
Service
33
(12.9
%)
37
(14.0
%)
8
(3.2%
)
36
(14.8
%)
30
(12.3
%)
37
(14.5
%)
Demographic information (5/7) ※※ 1.1.IInsurance nsurance
2.Bank2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6.Education6.Education
![Page 21: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/21.jpg)
Occupation
Frequency (Ratio)
1 2 3 4 5 6
Self-employed
23
(9.0%
)
18
(6.8%
)
7
(2.8%
)
14
(5.8%
)
16
(6.6%
)
20
(7.8%
)
Student
29
(11.3
%)
21
(8.0%
)
19
(7.6%
)
35
(14.4
%)
49
(20.2
%)
43
(16.8
%)
Housewife/Househusban
d
13
(5.1%
)
2
(0.8%
)
12
(4.8%
)
6
(2.5%
)
15
(6.2%
)
14
(5.5%
)
Others
5
(2.0%
)
4
(1.5%
)
4
(1.6%
)
4
(1.6%
)
2
(0.8%
)
3
(1.2%
)
Cumulated256
(100
%)
264
(100
%)
249
(100
%)
243
(100
%)
243
(100
%)
256
(100
%)
Demographic information (6/7) ※※ 1.1.IInsurance nsurance
2.Bank2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6.Education6.Education
![Page 22: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/22.jpg)
Marital Status
Frequency (Ratio)
1 2 3 4 5 6
Single
142
(55.5
%)
123
(46.6
%)
147
(59.0
%)
137
(56.4
%)
144
(59.3
%)
128
(50.0
%)
Married
without Kids
24
(9.4%
)
30
(11.4
%)
19
(7.6%
)
17
(7.0%
)
25
(10.3
%)
20
(7.8%
)
Married with
Kids
90
(35.2
%)
111
(42.0
%)
82
(32.9
%)
89
(36.6
%)
74
(30.5
%)
108
(42.2
%)
Others0
(0)
0
(0)
1
(0.4)
0
(0%)
0
(0%)
0
(0%)
Cumulated
256
(100
%)
264
(100
%)
249
(100
%)
243
(100
%)
243
(100
%)
256
(100
%)
Demographic information (7/7) ※※ 1.1.IInsurance nsurance
2.Bank2.Bank 3.Convenience Store3.Convenience Store 4.Transportaion4.Transportaion 5. Film5. Film 6.Education6.Education
![Page 23: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/23.jpg)
Insurance &Bank
Var Factpr Item FL CR AVE
Cronbach’s
α
Sat
Sat1 0.76
0.897 0.745 0.884Sat3 0.93Sat4 0.89
Inv
Affec-tive
(Inv3) 0.74
0.855 0.66 0.853Inv5 0.85Inv7 0.85
Congni-tive
Inv2 0.86
0.896 0.68 0.893(Inv4) 0.91Inv6 0.78
(Inv9) 0.75
Loy
Beha-vioral
(Loy2) 0.74
0.858 0.67 0.857Loy3 0.84Loy4 0.87
Attitu-dinal
(Loy5) 0.78
0.858 0.6 0.858(Loy7
) 0.72
Loy8 0.83Loy1
0 0.77
Trust
(Loy9) 0.71
0.853 0.66 0.849Loy11 0.83
Loy12 0.89
Dicriminant Validity
Involvement :Affective -congnitive
0.83
Loyalty :Behavioral-AttitudinalBehavioral-TrustAttitudinal-Trust
0.880.750.75
FL ≧ 0.71CR ≧ 0.7AVE≧ 0.5Cronbach ≧ 0.6Correlation
coefficient ≦ 0.85
One-level CFAOne-level CFA
![Page 24: THE ROLE OF SERVICE INVOLVEMENT BETWEEN SATISFACTION AND LOYALTY USING CONVENIENCE-STORE, TRANSPORTATION SERVICE, EDUCATION, FILM, BANK, AND INSURANCE.](https://reader035.fdocuments.net/reader035/viewer/2022070413/5697bf9a1a28abf838c926e4/html5/thumbnails/24.jpg)
Convenience Store&TransportationOne-level CFAOne-level CFA
Var Factpr Item FL CR AVE
Cron-bach
α
Sat
Sat1 0.7
0.87 0.628 0.859Sat3 0.92Sat4 0.82Sat5 0.71
Inv
Affec-tive
Inv1 0.730.76 0.519 0.76Inv3 0.74
Inv7 0.69
Congni-tive
(Inv2) 0.71
0.86 0.615 0.866(Inv4) 0.69Inv8 0.86Inv9 0.86
Loy
Beha-vioral
(Loy2) 0.60.76 0.521 0.758Loy3 0.77
Loy4 0.78
Attitu-dinal
Loy7 0.70.75 0.507 0.742Loy8 0.79
Loy10 0.64
Trust
(Loy6) 0.69
0.81 0.516 0.809Loy9 0.68(Loy1
1) 0.72
Loy12 0.78
Dicriminant Validity
Involvement :Affective -congnitive
0.65
Loyalty :Behavioral-AttitudinalBehavioral-TrustAttitudinal-Trust
0.680.700.83
FL ≧ 0.71CR ≧ 0.7AVE≧ 0.5Cronbach α ≧
0.6 Correlation
coefficient ≦ 0.85
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Education & FilmOne-level CFAOne-level CFA
Var Factpr Item FL CR AVE Cronba
ch α
Sat
Sat2 0.75
0.886 0.663 0.877Sat3 0.91Sat4 0.87Sat5 0.71
Inv
Affec-tive
(Inv1) 0.84
0.908 0.711 0.904(Inv3) 0.79Inv5 0.85Inv7 0.89
Congni-tive
(Inv2) 0.89
0.912 0.723 0.908Inv4 0.93Inv6 0.74Inv9 0.83
Loy
Beha-vioral
Loy1 0.86
0.907 0.71 0.906Loy2 0.84
(Loy3) 0.84(Loy4) 0.83
Attitu-dinal
Loy7 0.690.816 0.598 0.808Loy8 0.86
Loy10 0.76
Trust
Loy9 0.81
0.861 0.673 0.859(Loy11
)0.80
Loy12 0.85
Dicriminant Validity
Involvement :Affective -congnitiv
0.93
Loyalty :Behavioral-attitudinalBehavioral-TrustAttitudinal-Trust
0.870.850.9
FL ≧ 0.71CR ≧ 0.7AVE≧ 0.5Cronbach ≧
0.6Correlation
coefficient ≦ 0.85
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Insurance&Bank 、 Convenience store & Transportation
Two-level CFATwo-level CFA
Variable Factor FL CR AVE Item
Insurance&
Bank
Sat 0.8836 0.719 3,4,5
InvAffective 0.91
0.906 0.82815,7
Congnitive
0.91 2,6,9
Loy
Behavioral
0.92
0.9133 0.7795
3,4
Attitudinal
0.94 8,10
Trust 0.78 11,12
Convenience
Store&Transpor-tation
Sat 0.8697 0.6282 1,3,4,5
InvAffective 0.95
0.8333 0.71771,3,7
Congnitive
0.73 8,9
Loy
Behavioral
0.79
0.9021 0.7554
3,4
Attitudinal
0.86 7,8,10
Trust 0.95 9,12
FL (factor loading) ≧ 0.71 CR (construct reliability) ≧ 0.7AVE (average variance extracted) ≧ 0.5
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教育 & 電影Two-level CFATwo-level CFA
Variable Factor FL CR AVE Item
Education&
Film
Sat 0.8862 0.6629 2,3,4,5
InvAffective 0.93
0.8955 0.81095,7
Congnitive
0.87 4,6,9
Loy
Behavioral
0.91
0.9531 0.8714
1,2
Attitudinal
0.95 7,8,10
Trust 0.94 9,12FL (factor loading) ≧ 0.71 CR (construct reliability) ≧ 0.7AVE (average variance extracted) ≧ 0.5
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Insurance &Bank : SEM Model Fit
Model fit index
Criterion
FMM
PMM
DEM
Moderation
Unrestricted
Restricted ( w1=
w2 )
χ2 value Smaller 215.462 174.714 193.875 104.215 107.2
d.f. 61 60 61 50 51
χ2/df 1<NC<3 3.532 2.912 3.178 2.084 2.102
GFI >.90 0.943 0.951 0.947 0.957 0.955
RMR <0.05 0.964 0.049 0.058 0.040 0.049
RMSEA <0.08 0.07 0.061 0.065 0.046 0.046
AGFI >.90 0.914 0.926 0.921 0.922 0.921
NFI >.90 0.953 0.962 0.958 0.961 0.960
RFI >.90 0.94 0.951 0.946 0.944 0.943
CFI >.90 0.966 0.975 0.971 0.979 0.978
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Convenience store & Transportation : SEM Model Fit
Model fit index
Criterion
FMM
PMM
DEM
Moderation
Unrestricted
Restricted ( w1=
w2 )
χ2 smaller 146.268 146.250 150.552 146.655 164.423
d. f. 73 72 73 66 67
χ2/df 1<NC<3 2.004 2.031 2.062 2.222 2.454
GFI >.90 0.922 0.922 0.919 0.944 0.939
RMR <0.05 0.051 0.050 0.052 0.039 0.059
RMSEA <0.08 0.064 0.065 0.066 0.050 0.054
AGFI >.90 0.888 0.886 0.884 0.907 0.9
NFI >.90 0.932 0.932 0.930 0.922 0.912
RFI >.90 0.915 0.914 0.913 0.893 0.882
CFI >.90 0.964 0.964 0.962 0.955 0.945
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Education & Film : SEM Model Fit
Model fit index
Criterion
FMM
PMM
DEM
Moderation
Unrestricted
Restricted ( w1=
w2 )
χ2value smaller 300.775 284.186 312.545 249.375 249.527
d.f. 131 130 131 126 127
χ2/df 1<NC<3 2.296 2.186 2.386 1.979 1.965
GFI >.90 0.937 0.94 0.935 0.93 0.93
RMR <0.05 0.045 0.04 0.044 0.31 0.31
RMSEA <0.08 0.051 0.049 0.053 0.044 0.044
AGFI >.90 0.918 0.921 0.915 0.899 0.9
NFI >.90 0.958 0.96 0.956 0.925 0.925
RFI >.90 0.951 0.953 0.949 0.908 0.908
CFI >.90 0.976 0.978 0.974 0.961 0.962
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Belonging & Invisible
Customer & Invisible
Customer & Visible
Insurance Bank Film EducationTransportatio
nConv. Store
DEM76%
PMM71%
PMM77%
DEM72%
Moderator (L27%, H83%)
Moderator (L28%, H66%)
PMM (71%) PMM (76%)Moderator
(L19%, H44%)
※Best Fit Model & Explanatory power for different service recipient and tangibility
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ConclusionConclusionss
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customers belongs
tangible Passenger transport
Convenience store
Moderation
invisible Education Banking
Theater Insurance
PMM PMM
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Involvement play as partial mediator or moderator.
Direct service recipient has no effect on relationship for invisible service.
Tangibility affects the relationship for customers themselves.
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Thank Thank youyou