|Mozard Mohtar, PhD1, Norbani Che Ha, PhD1,
Zalfa Laili Hamzah, PhD1
1University of Malaya, Faculty of Business and Accountancy, Department of Marketing
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Abstract: This study examines
the robustness of corporate character scale (CCS) in hotel
industry in Malaysia via parallel analysis of factor
analytic methods. A total of 529 respondents were surveyed
for the purpose with Shangri-La and Hilton as sample hotels.
Principal Axis Factoring and Principal Component Analysis
and LISREL 8.8 were used to analyze the scale. Results show
four instead of five factors scale and all factors meet
necessary validity and reliability requirements.