Corporate social responsability and loyalty in services sector - Esic

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208 11 Table 1. Confirmatory Analysis [208] Latent variable Commercial Responsibility (CR) Corporate Social Responsibility (CSR) Image (IM) Switching Costs (SC) Loyalty (LOYAL) (5) Values are averaged to facilitate the analysis. corporate social responsability and loyalty in services sector Measured variable Standard lambda R 2 TQ 0.63 0.40 FQ 0.76 0.58 PV 0.74 0.827 ELR 0.90 0.82 FR 0.81 0.67 FEEL 0.67 0.45 OPIN 0.85 0.73 TROUB 0.83 0.69 EFFO 0.94 0.88 COST 0.83 0.70 LOY 0.69 0.48 BEST 0.81 0.66 RECOM 0.89 0.80 CHOO 0.86 0.75 CONT 0.75 0.57 Cronbach’s α Composite reliability 0.83 0.75 0.82 0.85 0.72 0.67 0.90 0.90 0.90 0.94 Goodness of fit indices S-Bχ 2 = 656.32 (p=0.0000) BBNFI = 0.91 BNNFI = 0.93 CFI = 0.94 RMSEA = 0.04 The discriminant validity of the model is evaluated from confidence intervals for pairs or latent concepts (Table 2). It was verified that none of the calculated confidence intervals for the two-on-two variable verifications includes unity (Anderson and Gerbing, 1988) 5 . january · april 2011 · esic market
january · april 2011 · esic market corporate social responsability and loyalty in services sector Table 2. Correlations and discriminat validity CR – CSR IM SC LOY Correlations and confidence intervals for the correlations CR CSR IM SC LOY 0.69 (0.294-0.506) – 0.85 0.61 (0.343-0.563) (0.339-0.555) – 0.19 0.19 0.25 (0.091 – 0.327) (0.123 – 0.439) (0.196 – 0.480) – 0.76 0.41 0.74 0.31 (0.46 – 0.89) (0.353 – 0.625) (0.649 – 0.965) (0.464 – 0.892) – The structural model that allows us to contrast the established hypotheses is presented below (Figure 2). The indexes of goodness of fit are acceptable, since the statistics values go beyond the optimal values 6 . In the first place it is proven how the perception of commercial responsibility, measured through technical and functional quality evaluation and perceived price, influences directly, positively and significantly on the user’s loyalty. Kugyte and Sliburyte (2007) verify that in the mobile phone sector, the issues related to price, personal treatment, range and reliability are extremely important selection criteria. And from the results of the model, we can gather that they are also key variables to explain loyalty. In the same manner, the impressions one has of a company influence the loyalty shown towards it, as well as switching costs do. It is observed that people perceiving costs in time, effort and money to change brand are more loyal than individuals with an opposite perception. These costs condition the user’s behaviour and impulse the consumer to a higher preference and commitment towards the company providing the service. Therefore, hypotheses 1 to 3 cannot be refuted. 11 (6) BBNFI = 0.90 BBNNFI=0.94 CFI=0.94 RMSEA=0.05. 209 [209]
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