Question: Using the GoodBuy data set, add the ATS construct to the model examined in this chapter. Test the theoretical model that both ATS and ATM

Using the GoodBuy data set, add the ATS construct to the model examined in this chapter. Test the theoretical model that both ATS and ATM drive CS/D, which in turn drives Loyalty. Include a direct path from ATM to Loyalty but not from ATS to Loyalty.

a. Describe the CFA results.

b. Describe the structural model results.

c. What are the key conclusions?

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