Table V. Scale discriminant validity 1 2... | Emerald Publishing

Table V.

Scale discriminant validity

	1	2	3	4	5	6
1. Market orientation	0.85
2. Customer satisfaction	0.16*	0.91
3. Customer self-brand connection	0.04*	0.46*	0.93
4. Customer emotions during the service	0.18*	0.55*	0.66*	0.81
5. Customer engagement	0.10*	0.66*	0.67*	0.61*	0.88
6. Customer attitudinal loyalty	0.02*	0.73*	0.37*	0.45*	0.59*	0.92

	1	2	3	4	5	6
1. Market orientation	0.85
2. Customer satisfaction	0.16*	0.91
3. Customer self-brand connection	0.04*	0.46*	0.93
4. Customer emotions during the service	0.18*	0.55*	0.66*	0.81
5. Customer engagement	0.10*	0.66*	0.67*	0.61*	0.88
6. Customer attitudinal loyalty	0.02*	0.73*	0.37*	0.45*	0.59*	0.92

Notes:

Below the diagonal: correlation estimated between the factors;

Diagonal: square root of AVE;

*

p < 0.05