In order to check whether the submodels achieved acceptable model fit, this research relies on R2 of three endogenous constructs because there is no existence estimating the overall parametric criterion in PLS. Table 7 presents that R2 values for latent constructs (i.e., satisfaction, extra effort, and effectiveness) in independent and chain hotels are acceptable within usual boundary interpretation which is larger than 0.55 (moderate level) (Hair et al. 2011). The composite reliability for individual constructs in subgroups shows acceptable levels, larger than 0.75. Third, measurement invariance was tested as the last prerequisite for multi-group comparison using pair-wise t-test. While four factors are statistically significant out of forty variables, the number of significant differences found reflects small fraction which shares 1.1 % (4 out of 34 variables). Thus, the authors of this research say that all three assumptions are met to perform multi-group analysis.