Using the GoodBuy data set, add the ATS construct to the model examined in this chapter. Test
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Using the GoodBuy data set, add the ATS construct to the model examined in this chapter. Test the theoretical model that both ATS and ATM drive CS/D, which in turn drives Loyalty. Include a direct path from ATM to Loyalty but not from ATS to Loyalty.
a. Describe the CFA results.
b. Describe the structural model results.
c. What are the key conclusions?
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Exploring Marketing Research
ISBN: 978-1305263529
11th Edition
Authors: Barry J. Babin, William G. Zikmund
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