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predictors are Perceived Value (X7), Trust (X8) and Satisfaction (X9) to which Phase Two (iteration IV) adds a fourth: Perceived Service Quality (PSQ/X6).
This Phase
Two test of a direct PSQ and Loyalty-Commitment relationship serves as a preliminary to the sixth, and final, regression analysis (MRA6) which explores mediation of the effects of PSQ. The test is consistent with recent presumption of a direct path (e.g. Hennig-Thurau and Klee 1997; Rauryen, Miller and Barrett 2007; 4.4.7).
6.7.3 Phase One Results
MRA4-Phase One confirms relationships between all three principal attitudes – Perceived Value (H8), Satisfaction (H9) and Trust (H10) – and Loyalty-Commitment. Following two initial iterations, it evidences (iteration III) both:
A significant overall model relationship (F3, 143 = 260.850, ρ = <0.001); and High predictive accuracy (R2adj = .842 or 84.2%, Table 6.15).
All partial regression co-efficients are also statistically significant:
Perceived Value/X7 (β = 0.31, t =5.75, ρ = <0.001); Trust/X8 (β = 0.12, t =2.47, ρ = <0.05); and Satisfaction X9 (β = 0.56, t =9.63, ρ = <0.001).
Accordingly, for every unit increase in X7, X8 and X9, Y will augment, respectively, by 0.31, 0.12 and 0.56 units (Table 6.16). Alternatively: of total Y variance explained (84.2%), Perceived Value/X7, Trust/X8 and Satisfaction/X9 account respectively for 30.94%, 12.29% and 56.75%.
© Bill Nichols 2009