Table AIV Descriptive statistics,...

Table AIV

Descriptive statistics, correlation and discriminant validity of complaint reaction scales

	Mean	SD	1	2	3	4	5	6
1 Webcare satisfaction	3.70	1.12	(0.73)	0.50	0.58	0.53	0.55	0.01
2 Brand satisfaction	3.15	1.23	0.71	(0.67)	0.61	0.56	0.55	0.01
3 Brand image	3.27	1.24	0.76	0.78	(0.70)	0.59	0.61	0.02
4 Brand loyalty	3.14	1.28	0.73	0.75	0.77	(0.72)	0.66	0.04
5 Positive word-of-mouth	3.13	1.30	0.74	0.74	0.78	0.82	(0.65)	0.09
6 Negative word-of-mouth	3.49	1.07	−0.11	−0.12	−0.15	−0.21	−0.30	(0.63)

	Mean	SD	1	2	3	4	5	6
1 Webcare satisfaction	3.70	1.12	(0.73)	0.50	0.58	0.53	0.55	0.01
2 Brand satisfaction	3.15	1.23	0.71	(0.67)	0.61	0.56	0.55	0.01
3 Brand image	3.27	1.24	0.76	0.78	(0.70)	0.59	0.61	0.02
4 Brand loyalty	3.14	1.28	0.73	0.75	0.77	(0.72)	0.66	0.04
5 Positive word-of-mouth	3.13	1.30	0.74	0.74	0.78	0.82	(0.65)	0.09
6 Negative word-of-mouth	3.49	1.07	−0.11	−0.12	−0.15	−0.21	−0.30	(0.63)

Notes:

The diagonal values represent the average variance extracted estimates of the construct. The values in the lower diagonal of the table present the correlations between the constructs while the values in the upper diagonal of the table present the squared correlations between the constructs. Table includes results for study I

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