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Analyzing The Affects Of Experiential Value Dimensions On Customers’ Extra-Role Behavior

Table 1:

Independent Variable Path Dependent Variable Estimate S.E. t p Remarks
Aesthetic Value ---> Customers’ citizenship behavior 0.153 0.049 3.122 0.002* Supported
Customer Return on Investment ---> Customers’ citizenship behavior 0.04 0.041 0.976 0.329 Not Supported
Playfulness ---> Customers’ citizenship behavior 0.029 0.03 0.967 0.334 Not Supported
Service Excellence ---> Customers’ citizenship behavior 0.128 0.049 2.612 0.009* Supported
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