Q3 John Is The Marketing Vice President Of A Computer Manufacturer He Is Interested In Learning More About The Driving 1 (255.79 KiB) Viewed 119 times
Q3/ 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: Corporate Social Responsibility (COSOR) Financial Performance (FINAN) Governance (GOVER) Brand Reputation (REPUT) Leadership (LEADR) Customer Satisfaction (SATIS) Customer Loyalty (LOYAL) Product/ Service Quality (QUALI) Pricing (PRICE)
PLS-SEM is conducted and the following output is obtained. The lower right-hand part of the output is enlarged as follows: 324 0.000 302 REPUT 123 0 920 0505 142 loyal_1 1.000 0.350 0.224 0.858 0.921 0.849 satis_1 0966 loyal_2 SATIS LOYAL loyal_3 0445 0.350 price_1 0.011 0.676 0.000 price? PRICE a) What is the coefficient of determination (R2) in this model? 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 most? 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 Pricing (Price) and Customer Loyalty [LOYAL] statistically significant?
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