Structural model assessments
| Path relationship | Std. beta | Sample mean (M) | SD | T-stats. | Decision |
|---|---|---|---|---|---|
| PMKT → CUST | 0.836 | 0.592 | 0.036 | 16.12*** | Supported |
| PMKT → CENG | 0.434 | 0.486 | 0.048 | 9.753*** | Supported |
| CENG → CUST | 0.618 | 0.614 | 0.056 | 3.787*** | Supported |
| PMKT → CENG → CUST | 0.204 | 0.205 | 0.026 | 3.587*** | Supported |
| Path relationship | Std. beta | Sample mean (M) | Decision | ||
|---|---|---|---|---|---|
| 0.836 | 0.592 | 0.036 | 16.12 | Supported | |
| 0.434 | 0.486 | 0.048 | 9.753 | Supported | |
| 0.618 | 0.614 | 0.056 | 3.787 | Supported | |
| 0.204 | 0.205 | 0.026 | 3.587 | Supported |
***p < 0.001; **p < 0.01; *p < 0.05; *CENG = customer engagement; PKMT = phygital marketing; CAST = customer satisfaction
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