The Relationship Marketing Performance Evaluating in Financial Services Sector of Project Management

Table 4

Stages of testing hypotheses by structural equation modeling (SEM) using Smart PLS software.

Stage	Evaluation	Criterion
Model fit evaluation	Measurement models	Reliability of indicators: factor load coefficients, Cronbach’s alpha, and composite reliability
		Convergent validity: AVE
		Divergent validity: cross-factor loading [29]
	Structural model	Significance coefficients (T values)
		Criterion R2
		Criterion Q2
	General model	Criterion GOF
Hypothesis testing	—	Review of significance coefficients (T values) related to hypotheses