Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

CS 2 0.835 2.077 CS 3 0.823 2.095 CS 4 0.812 1.999 CS 5 0.814 2.009 Customer loyalty (CL) 0.857 0.912 0.776 CL1 0.892 2.117 CL2 0.873 2.174 CL3 0.878 2.121 ” Table 3: Discriminant Validity – Cross-Loadings Item EXP PSQ FMC CS CL EXP1 0.843 0.199 0.391 -0.123 -0.109 EXP2 0.818 0.245 0.424 -0.148 -0.112 EXP3 0.822 0.274 0.402 -0.06 -0.052 EXP4 0.815 0.193 0.403 -0.188 -0.132 EXP5 0.800 0.278 0.403 -0.08 -0.016 EXP6 0.822 0.283 0.441 -0.015 0.001 PSQ1 0.198 0.850 0.298 0.33 0.356 PSQ2 0.282 0.827 0.297 0.264 0.323 PSQ3 0.296 0.805 0.33 0.22 0.272 PSQ4 0.224 0.816 0.315 0.346 0.325 FMC1 0.401 0.284 0.839 0.035 0.107 FMC2 0.443 0.349 0.887 0.061 0.089 FMC3 0.448 0.331 0.854 0.032 0.111 CS1 -0.1 0.253 0.02 0.857 0.388 CS2 -0.138 0.33 0.061 0.835 0.455 CS3 -0.135 0.261 0.015 0.823 0.409 CS4 -0.021 0.328 0.075 0.812 0.392 CS5 -0.113 0.29 0.033 0.814 0.394 CL1 -0.081 0.381 0.082 0.479 0.892 CL2 -0.063 0.305 0.156 0.387 0.873 CL3 -0.078 0.334 0.083 0.433 0.878 Table 4: Discriminant Validity: Fornell-Larcker Criterion Construct CL FMC CE PSQ SAT CL 0.881 FMC 0.119 0.86 EXP -0.085 0.502 0.82 PSQ 0.388 0.375 0.3 0.825 CS 0.494 0.05 -0.124 0.355 0.828 Customer Loyalty in the Fitness Club Industry: The Role of Club Communication, Customer Expectation and Perceived Service Quality 51 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals Note: FL= Factor loading; α = Cronbach's Alpha; CR= Composite reliability; AVE= Average variance extracted; VIF= Variance inflation factor; EXP = Customer expectation; PSQ= Perceived service quality; FMC= Firm marketing communication; CS= Customer satisfaction; CL= Customer loyalty. Note: EXP= Customer expectation; PSQ= Perceived service quality; FMC= Firm marketing communication; CS= Customer satisfaction; CL= Customer loyalty. ” Note: The italic-bold diagonal is the square root of average variance extracted (AVE), correlations (non-bold); EXP = Customer expectation; PSQ = Perceived service quality; FMC = Firm marketing communication; CS = Customer satisfaction; CL = Customer loyalty. ”