Table 6 Scale details for the full... | Emerald Publishing

Table 6

Scale details for the full research model

	Alpha	C.R.	AVE	1	2	3	4	5	6	7	8	9	10	11	12
1. Personalization	0.90	0.93	0.76	0.87
2. Coherence	0.94	0.95	0.76	74**	0.87
3. Seamlessness	0.96	0.97	0.85	79**	0.84**	0.92
4. 2nd order SJQ	–	–	–	0.88**	0.96**	0.89**	–
5. SQ_Empathy	0.93	0.95	0.78	0.64**	0.47**	0.52**	0.56**	0.88
6. SQ_Responsiveness	0.91	0.94	0.79	0.55**	0.39**	0.45**	0.46**	0.81**	0.89
7. SQ_Reliability	0.94	0.95	0.81	77**	0.71**	0.76**	0.78**	0.64**	0.63**	0.90
8. SQ_Tangibles	0.87	0.91	0.72	0.62**	0.63**	0.61**	0.66**	0.46**	0.42**	0.70**	0.85
9. SQ_Assurance	0.91	0.94	0.79	0.65**	0.66**	0.66**	0.69**	0.58**	0.53**	0.80**	0.66**	0.89
10. 2nd order ServQual	–	–	–	77**	0.67**	0.71**	0.75**	0.87**	84**	0.90**	74**	83**	–
11. Loyalty	0.91	0.94	0.79	70**	0.70**	0.71**	0.75**	0.53**	48**	0.76**	0.62**	0.67**	0.72**	0.89
12. CMV Marker	0.97	0.98	0.93	0.10ns	0.08ns	0.06ns	0.09ns	0.11ns	0.09ns	0.07ns	0.10ns	0.12ns	0.11ns	0.12ns	0.96

	Alpha	C.R.	AVE	1	2	3	4	5	6	7	8	9	10	11	12
1. Personalization	0.90	0.93	0.76	0.87
2. Coherence	0.94	0.95	0.76	74**	0.87
3. Seamlessness	0.96	0.97	0.85	79**	0.84**	0.92
4. 2nd order SJQ	–	–	–	0.88**	0.96**	0.89**	–
5. SQ_Empathy	0.93	0.95	0.78	0.64**	0.47**	0.52**	0.56**	0.88
6. SQ_Responsiveness	0.91	0.94	0.79	0.55**	0.39**	0.45**	0.46**	0.81**	0.89
7. SQ_Reliability	0.94	0.95	0.81	77**	0.71**	0.76**	0.78**	0.64**	0.63**	0.90
8. SQ_Tangibles	0.87	0.91	0.72	0.62**	0.63**	0.61**	0.66**	0.46**	0.42**	0.70**	0.85
9. SQ_Assurance	0.91	0.94	0.79	0.65**	0.66**	0.66**	0.69**	0.58**	0.53**	0.80**	0.66**	0.89
10. 2nd order ServQual	–	–	–	77**	0.67**	0.71**	0.75**	0.87**	84**	0.90**	74**	83**	–
11. Loyalty	0.91	0.94	0.79	70**	0.70**	0.71**	0.75**	0.53**	48**	0.76**	0.62**	0.67**	0.72**	0.89
12. CMV Marker	0.97	0.98	0.93	0.10ns	0.08ns	0.06ns	0.09ns	0.11ns	0.09ns	0.07ns	0.10ns	0.12ns	0.11ns	0.12ns	0.96

Note(s): **Correlation is significant at the 0.01 level (2-tailed); ns. = not significant

The square root of the Average Variance Extracted is on the diagonal above correlations