Discriminant validity
| Variable | CL | CS | SM | TCRM |
|---|---|---|---|---|
| CL | 0.876 | |||
| CS | 0.613 | 0.855 | ||
| SM | 0.239 | 0.250 | 0.844 | |
| TCRM | 0.382 | 0.455 | 0.187 | 0.780 |
| Variable | CL | CS | SM | TCRM |
|---|---|---|---|---|
| CL | 0.876 | |||
| CS | 0.613 | 0.855 | ||
| SM | 0.239 | 0.250 | 0.844 | |
| TCRM | 0.382 | 0.455 | 0.187 | 0.780 |
Notes:
CL = customer loyalty; CS = customer satisfaction; SM = social media; TCRM = traditional CRM
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