Reliability
Confirmatory factor analysis with Varimax rotation results
revealed that each construct, customer satisfaction and loyalty
among buyers of electronic products, is one-dimensional as
shown in Table I. All Cronbach alphas (Cronbach, 1951) are
above the 0.70 threshold established by Nunnally (1978), and
all item-total correlations are above the 0.30 limit (Nurosis,
1993). Table I shows similar results for wine buyers except for
the Cronbach Alpha above 0.60 in the loyalty factor, still
acceptable for exploratory factor analysis (Hair et al., 1998).