The Impact of Non-Normality and Estimation Methods in SEM on Satisfaction Research in Marketing |
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Authors: | Tor W. Andreassen Bengt G. Lorentzen Ulf H. Olsson |
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Affiliation: | (1) Department of Marketing, Norwegian School of Management, N-1301 Sandvika, Norway;(2) Norwegian School of Management BI, P.O. Box 580, N-1302 Sandvika, Norway |
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Abstract: | This paper discusses consequences of violating the normal distribution assumption imbedded in Structural Equation Modeling (SEM). Based on real data from a large sample customer satisfaction survey we follow the procedures as suggested in leading textbooks. We document consequences of this practice and discuss its impact on decision making in marketing. |
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Keywords: | non-normality SEM estimators survey data satisfaction studies |
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