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Table 3 Factor loadings, Cronbach alpha, AVE, and CR

From: The impact of perceived customer discrimination on negative word-of-mouth: the mediating role of customer embarrassment

Constructs and items

F.L

(> 0.5)

α

(> 0.7)

AVE

(> 0.50)

CR

(> 0.60)

Overt discrimination

 Compared to other customers, service employees

  Sometimes verbally abuse me

0.86

0.82

0.77

0.94

  Sometimes insult me

0.90

   

  Make remarks that humiliate me

0.81

   

  Show a humiliating behavior toward me

0.83

   

  Are often offensive toward me

1.00

   

Subtle discrimination

 Compared to other customers, service employee’s …

  Tone is often condescending to me

0.90

0.80

0.86

0.95

  Often give me derogatory looks

0.83

   

  Often give me condescending looks

0.87

   

  Tone is often patronizing toward me

1.00

   

Service-level discrimination

 Compared to other customers, service employees often …

  Do not heed my needs or problems

0.89

0.85

0.82

0.95

  Are patronizing toward me

0.94

   

  Take little time to advise me and go to next customer

0.81

   

  Are very distant to me

0.89

   

  Critically observe me

0.90

   

  Make me wait longer

1.00

   

Consumer embarrassment

  The service experience made me felt uncomfortable

0.71

0.78

0.73

0.93

  The service experience made me felt awkward

0.96

   

  The service experience made me look foolish

0.81

   

  The service experience made me felt discomfited

0.93

   

  The service experience made me felt humiliated

1.00

   

Negative word-of-mouth

 I spread negative information about this service organization

0.96

0.80

0.96

0.90

 I denigrated the service organization to my friends

0.89

   

 I told my friends not to go to that service provider

1.00

   
  1. F.L Factor loading, α Cronbach’s alpha, AVE Average variance extracted, CR Composite reliability