Sports Marketing & Sponsorship - FIFA/CIES International University ...

Causal effectsTABLE 2 Standardised causal effects for the latent constructsOUTCOMEPERCEIVED SERVICE QUALITY (R2 = .712)DETERMINANTTECHNICAL QUALITYFUNCTIONAL QUALITYENVIRONMENTAL QUALITYDIRECT.074.404.181CAUSAL EFFECTSINDIRECTTOTAL.074.404.181SATISFACTION (R2= .376)PERCEIVED SERVICE QUALITY.846. 846SATISFACTION (R2= .267)TECHNICAL QUALITYFUNCTIONAL QUALITYENVIRONMENTAL QUALITY.063.341.153.060.341.153validity if the value of AVE of a latent construct wasgreater than the squared correlation (f 2 ) between thefactor and each of the other constructs (Lichtenstein etal, 1990).As shown in Table 1, the measure showedconvergent validity because the values of AVE weregreater than the common target of .50, ranging from.58 to .88 for all exogenous latent constructs (Fornell& Larcker, 1981; Hair et al, 1995). In addition, themeasure was considered to exhibit discriminantvalidity because the values of AVE for each exogenouslatent construct were greater than the squaredcorrelations (Lichtenstein et al, 1990). According tothe results of CFA, the latent constructs examined inthis study were acceptable in terms of convergent anddiscriminant validity, and could be used in thecomplete Structural Equation Model for further pathanalysis.Research hypotheses testSeven research hypotheses were constructed toexamine the relationship among the dimensions ofservice quality, PSQ and satisfaction, and were testedthrough a path analysis with Maximum LikelihoodEstimation. As shown in Table 2, the results of pathanalysis supported research hypotheses 1, 2 and 3,that each attribute of service will have a significanteffect on PSQ in MiLB.As the path coefficient (β =.074, t =2.17, p