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10 test (Chi-square= , p<0.001) indicated that The initial 29 items related to perceived service the distribution is ellipsoid and amenable to data recovery were reduced to 12 items with items having reduction (Cooper and Schindler, 1998). factor loading scores of <0.6 being discarded. The items related to repatronization were limited to 2, while the 4-item customer advocacy scale revealed significant factor loading for all its items and so did the customer-trust scale (3-item). The CRM dimensional were loaded on 20 items. Table-2: Measurement of reliability and validity of the variables 18 ISSN: NMIMS Management Review Volume XXIII April - May 2013 Measuring moderating effects of service recovery and CRM on consumer trust, repatronization and advocacy with distributive variation of the same across recovery zone-of-tolerance (RZOT)

11 **FL: factor loadings, t: t-value, α: Cronbach's α, AVE: average variance extracted ISSN: NMIMS Management Review Volume XXIII April - May 2013 Measuring moderating effects of service recovery and CRM on consumer trust, repatronization and advocacy with distributive variation of the same across recovery zone-of-tolerance (RZOT) 19

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