Abstract/Description
This study examines the robustness of corporate character scale (CCS) in hotel industry in Malaysia via parallel analysis of factor analytic methods. A total of 529 respondents were surveyed for the purpose with Shangri-La and Hilton as sample hotels. Principal Axis Factoring and Principal Component Analysis and LISREL 8.8 were used to analyze the scale. Results show four instead of five factors scale and all factors meet necessary validity and reliability requirements.
Session Theme
Parallel Session-Track: Research Methodology
Session Type
Event
Session Chair
Dr. Sara Khan
Start Date
20-12-2016 2:30 PM
End Date
20-12-2016 3:00 PM
Recommended Citation
Mohtar, D., Ha, D. C., & Hamzah, D. L. (2016). Parallel Session: Re-clarification of corporate character scale (Davies et al., 2003) in upscale hotels. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day2/11
Included in
Parallel Session: Re-clarification of corporate character scale (Davies et al., 2003) in upscale hotels
This study examines the robustness of corporate character scale (CCS) in hotel industry in Malaysia via parallel analysis of factor analytic methods. A total of 529 respondents were surveyed for the purpose with Shangri-La and Hilton as sample hotels. Principal Axis Factoring and Principal Component Analysis and LISREL 8.8 were used to analyze the scale. Results show four instead of five factors scale and all factors meet necessary validity and reliability requirements.
