Page 332 - MARSIUM'21 COMP OF PAPER

Jamy Ong & Adaviah (2022)

Table 4.5: Convergent Validity Assessment

4.5.2 Discriminant Validity (Fornell- Larcker Criterion Analysis)
The average variance extracted is represented by the bold number diagonally as shown in the table below and the
squared correlations are represented by the other entries. If the bolded value is greater than all values below it, as well as the
corresponding row and column, this proves that the cross loadings is higher than the other constructs. The result shown below
indicated that all bold value is higher in each of their own row and column. Thus, the condition and discriminability are valid.

Customer
Assurance Empathy Reliability Responsiveness Tangible
Satisfaction
Assurance 0.848
Customer
Satisfaction 0.498 0.798
Empathy 0.83 0.577 0.845
Reliability 0.706 0.646 0.815 0.851
Responsiveness 0.565 0.749 0.653 0.72 0.824
Tangible 0.66 0.74 0.756 0.824 0.771 0.835

Table 4.6 Discriminant Validity Assessment

4.6 Reliability Test
This analysis was conducted in this research to make sure the inner consistency of the constructs. Cronbach’s Alpha is being
utilized to measure the items of this research to avoid any bias result gathered from the respondents. According to Pallant
(2007), an acceptable value for this analysis is greater than 0.6 but a preferable value for research would be 0.6. Table 4.7
shows the alpha values based on the findings of Keith (2016).

Table 4.7 Keith (2016)

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