ANALYZING THE MEDIATOR IN A COMPLEX MODEL

In practice researchers are working with complex models and their theoretical framework in AMOS Graphic is also complicated. Thus, analyzing the mediator in a complex model is quite challenging for new researchers. At all times, the researcher needs to focus on the concept of triangle as stated in Figure 1 which indicates the direct effect and indirect effect when analyzing the mediator. The direct effect is the effect that goes directly from exogenous construct to endogenous construct, while the indirect effect is the effect from exogenous construct to endogenous construct that goes indirectly through the mediator in the model.

Figure 10 illustrate the position of mediator construct namely customer satisfaction in the model. In this example, the researcher is interested to assess the role of Customer Satisfaction as a mediator in the following relationships:

i) The relationship between Service Quality and Customer Loyalty
ii) The relationship between Corporate Image and Customer Loyalty

TESTING THE MEDIATION EFFECT OF CUSTOMER SATISFACTION IN THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY
First of all, obtain the standardized regression weights and the probability values which indicate the significance for the respective path (Figure 10). The required information is given in Table 9. Draw the triangle as shown in Figure 11.