For non-Thai consumer model, according to the confirmatory factor analysis of non-Thai consumer
model, it was found that each component of service marketing mix factor had factor loading ranging
from 0.88–0.49; place and time, physical environment, and promotion were rated higher than 0.80. For
internal marketing, each component had factor loading ranging from 0.90–0.82. In terms of perceived
service quality, each component had factor loading ranging from 0.88–0.71; tangibility, reliability, and
responsiveness were rated higher than 0.80. Lastly, components of customer loyalty had factor loading
ranging from 0.93–0.81. According to these factor loading results, all values are higher than 0.30 which
is acceptable to be analyzed further by SEM.