5.3 Hypotheses Testing
In order to test direct effect of all 6 independent variables (4 original independent
variables plus “room quality” and “facility”) on SAT model, we employed multiple
regression analysis with factor scores by enter method. The result came out that all 6
construct variable has significant positive relationship with customer satisfaction(SAT) with
adjusted R2 = 72.3% which expressed good explanatory power(Table 2) and also have
multiple regression equation for this study as belowed.