Validation of a Research Instrument to Measure Generation Y Parents’ Perception of Service Quality and Effect on Satisfaction and Word of Mouth in International Schools

Table 4

Convergent validity assessment.

Variables	Factor loading	t-value	CR	AVE	Cronbach Alpha
Service quality (SQ)			0.964	0.517	0.963
SQ3	0.715	—
SQ4	0.638	15.534
SQ5	0.608	12.240
SQ6	0.753	15.224
SQ7	0.734	14.838
SQ8	0.771	15.588
SQ9	0.724	14.640
SQ10	0.709	14.321
SQ11	0.753	15.209
SQ12	0.652	13.148
SQ13	0.749	16.717
SQ14	0.736	14.886
SQ15	0.810	15.433
SQ16	0.835	16.911
SQ17	0.771	15.580
SQ18	0.742	14.991
SQ19	0.656	12.320
SQ20	0.765	15.469
SQ21	0.783	15.840
SQ22	0.602	12.139
SQ23	0.641	12.945
SQ24	0.618	12.459
SQ25	0.781	15.810
SQ26	0.733	14.817
SQ27	0.629	12.683
Satisfaction (SAT)			0.900	0.694	0.893
SAT1	0.853	—
SAT2	0.845	21.101
SAT3	0.870	22.241
SAT4	0.759	18.645
Word of mouth (WOM)			0.886	0.721	0.876
WOM1	0.836	—
WOM2	0.908	22.290
WOM3	0.800	19.055