Table 2. Discriminant validity 1 2 3 4 5... | Emerald Publishing

Table 2.

Discriminant validity

	1	2	3	4	5
Fornell–Larcker criterion
Corporate image	0.845
Customer satisfaction	0.766	0.920
Word of mouth	0.665	0.760	0.871
Revisit intention	0.599	0.749	0.670	0.970
Service quality	0.620	0.647	0.611	0.563	0.939
Values on the diagonal (italic) represent the square root of the AVE while the off-diagonals are correlations
HTMT criterion

Corporate image
Customer satisfaction	0.845
Word of mouth	0.729	0.827
Revisit intention	0.650	0.810	0.714
Service quality	0.676	0.702	0.658	0.602

	1	2	3	4	5
Fornell–Larcker criterion
Corporate image	0.845
Customer satisfaction	0.766	0.920
Word of mouth	0.665	0.760	0.871
Revisit intention	0.599	0.749	0.670	0.970
Service quality	0.620	0.647	0.611	0.563	0.939
Values on the diagonal (italic) represent the square root of the AVE while the off-diagonals are correlations
HTMT criterion

Corporate image
Customer satisfaction	0.845
Word of mouth	0.729	0.827
Revisit intention	0.650	0.810	0.714
Service quality	0.676	0.702	0.658	0.602