The second dimension ie reliability also yielded positive and significant

The second dimension ie reliability also yielded

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The second dimension i.e. reliability also yielded positive and significant correlation confidents of .187 (sig < .01) and .248 (sig <.01) respectively for customer satisfaction and customer loyalty which lead us to accept hypotheses of H 5 and H 6 . The dimension of assurance was also significant and positive regarding its association with customer satisfaction (r = .175, sig < .01) and customer loyalty (r = .271, sig <.01) thus we accept next two hypotheses of H 7 and H 8 .
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Khan & Fasih 345 The last dimension of empathy also provided significant and positive correlation coefficients regarding customer satisfaction (r = .167, sig < .01) and customer loyalty (r = .278, sig <.01) which leads us to accept last two hypotheses of the study i.e. H 9 and H 10 proposing a positive relationship of empathy with customer satisfaction and customer loyalty. Moreover, there also exists a significant and positive association between customer satisfaction and customer loyalty as indicated by the correlation coefficient of .236 (sig < .01). Thus we accept H 11 which postulates that customer satisfaction has significant and positive impact on customer loyalty. Table 5: Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .751 .563 .552 .32444 a. Predictors: (Constant), Service Quality, Tangibles, Reliability, Assurance, Empathy b. Dependent variable: Customer satisfaction Table 5 above provides the model summary of the model which specifies customer satisfaction as a function of service quality, tangibles, reliability, assurance and empathy. R square of the model is .563 which entails that 56.3% of the variation in the dependent variable i.e. customer satisfaction is accounted for by this model which is quite good. Table 6: ANOVA Model 1 Sum of Squares df Mean Square F Sig. Regression 25.665 6 5.133 48.765 .000 Residual 19.894 189 .105 --- --- Total 45.559 194 --- --- --- a. Predictors: (Constant), Service Quality, Tangibles, Reliability, Assurance, Empathy b. Dependent variable: Customer satisfaction Table 6 above provides the AVOVA test of the model which species customer satisfaction as a function of service quality, tangibles, reliability, assurance and empathy. ANOVA tells overall goodness of fit of the model. F-statistic of the model is 48.765 which is quite good and entails that model is a good fit at 1% level of significance.
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