John is the marketing vice president of a computer manufacturer. He is interested in learning more about the driving forces behind customer loyalty, particularly factors such as brand reputation, pricing, and customer satisfaction. John has previously attended an MBA course on brand reputation, and he recalled the five underlying indicators that contribute to a company's brand reputation; they are corporate social responsibility, financial performance, governance, leadership, and product/service quality. John carried out a structural equation modeling using SmartPLS because his goal is to understand the relationships among these factors. Based on this information, John developed the conceptual framework for his research project: [5 marks]

PLS-SEM is conducted and the following output is obtained. The lower right-hand part of the output is enlarged as follows:

a) What is the coefficient of determination (R2) in this model? Also, is this number good or bad?

b) Brand Reputation [REPUT] and Pricing [PRICE] together can explain how much variance of Customer Satisfaction [SATIS]?

c) Which factor affects Customer Loyalty [LOYAL] the least?

d) price_1 and price_2 have loadings of 0.911 and 0.676 respectively, are they good indicators of Pricing [Price]?

e) Is the hypothesized path relationship between REPUT [Reputation] and Customer Loyalty [LOYAL] statistically significant?

MRK455_final_assignment_W2022_KW_OB (2) (1).docx - Protected View . Saved to this PC . A Md Abdul Mutakabbir Akif MA X AutoSave ( Off) File Home Insert Draw Design Layout References Mailings Review View Help Comments Share X PROTECTED VIEW Be careful-files from the Internet can contain viruses. Unless you need to edit, it's safer to stay in Protected View. Enable Editing conceptual framework for his research project: [) marks] Corporate Social Responsibility (COSOR) Financial Performance (FINAN) Governance Brand (GOVER) Reputation (REPUT) Leadership Customer Customer Satisfaction Loyalty (LEADR) (SATIS) (LOYAL) Product/ Service Pricing Quality (PRICE) (QUALI) Activate Windows PLS-SEM is conducted and the following output is obtained. The lower right-hand part of the output is enlarged as follows: Go to Settings to activate Windows. [ Focus + 1009% Page 8 of 9 1152 words 3:06 AM O W M A X ENG 4/17/2022 LJAutoSave ( Off) MRK455_final_assignment_W2022_KW_OB (2) (1).docx - Protected View . Saved to this PC . LO A Md Abdul Mutakabbir Akif MA X File Home Insert Draw Design Layout References Mailings Review View Help Comments Share PROTECTED VIEW Be careful-files from the Internet can contain viruses. Unless you need to edit, it's safer to stay in Protected View. Enable Editing X 324 0.000 932 REPUT 123 0:220 0 505 142 0.921 loyal_1 1.000 0.350 0.224 0.858 satis_1 0.849 0.966 loyal_2 SATIS LOYAL loyal_3 0.445 0.369 price_1 0.911 0.000 0.676 price_2 PRICE Activate Windows a) What is the coefficient of determination (R?) in this model? Also, is this number good or bad? Go to Settings to activate Windows. Page 9 of 9 1152 words Focus + 100% W M 3:06 AM A X ENG 4/17/2022 LJ