Han, Ryu / CUSTOMER LOYALTY IN THE RESTAURANT INDUSTRY 497
responses, male customers represented 40.6%; female respondents represented
59.4%. Approximately 39.8% were younger than 30 years of age, 34.6% were
between the ages of 31 and 50 years, and 25.6% were older than 51 years. Their
average age was 38.61 years.
Analysis
The collected data were analyzed using SPSS for Window 11.0 and AMOS 5.
Following the procedure suggested by Anderson and Gerbing (1988), a measure-
ment model was estimated before the structural model. A confirmatory factor
analysis (CFA) was used to assess the measurement model and to test data qual-
ity, including reliability and construct validity checks. structural equation model-
ing (SEM) was conducted to assess overall fit of the proposed model and test
hypotheses. The partial/full mediating roles of price perception and customer
satisfaction were investigated through modeling comparisons following the pro-
cedure suggested by Baron and Kenny (1986).
Do'stlaringiz bilan baham: 
