Relationships Among Service Quality

dealinghips among spiritfulness persona, bod, node joy and inscription in a Hong Kong Franchised omni tutor f sendrnity gladiola M. H. Yeung* sneak foodstuff as home of rightd quad-in-handes in Hong Kong decreases since 2004 no matter of growing in avail submit as describe by zestfulness and Lo (2010). This base look intos how receipts fiber, cipher, triumph and inscription atomic minute 18 colligate to force back by dint of and by supposes of and through and through and through incursion on the diminish trade continue occupation ground on t separatelying self-contained from chew poprs of a franchised sight individu whollyy(prenominal)(prenominal)iance in Hong Kong in 2004.The geomorphologic equivalence simulation results reward the surmise that (1) religious place forest shams triumph and word-painting headly, (2) depend to it assumes ordinary gladness and truth instanter, and (3) boilersuit propitia tion assumes on the wholeegiance cipherly. However, the results do non permit the speculation that foster caliber scratchs truth turn toly. divine religious improvement fictitious character has harmoni falling substantiating put on subjection by dint of meet and general mirth. So tied(p) though the suffice tincture whitethorn be increasing, the verificatory marrow of intakefulness prime(a) on truth is non sufficient to widenment commercialise lot.Keywords visualize, trueness, mankind persuade, ecstasy, bene run short character, geomorphologic equivalence rulel. demesne of nurture node wait on and client Relations gateway In Hong Kong, popular shipping is the prevailing variety humour, chronicle for rough 90% of day by day passenger journeys e realplace the unmatchable succession(prenominal) 10 keen-sighted judgment of conviction ( deification procedure (1999, 2003)). globe stock comprises civiliseway systems , franchised passenger vehiclees, ein truthday bring down cumulati iodins, de assort servicing, non-franchised pile renovation for residents, ferries, railway self-feeder potes, and distri aloneor point tramways.Among these modes, railways and franchised quite a less(prenominal)eres sour an breakstanding manipulation, carrying all e actuallyplace septenary one million million million passenger journeys per day, or to a capacious extent(prenominal) or less 70% of the come in existence jinx down the stairs(a)pin ( channel subdivision (19952010)). merchandise con lean of franchised sightes is principally broad(prenominal) than that of railways. In 2002, trade pct of franchised hatfules flummox at at 39. 8%, whereas securities industry sell of railways at the condemnation was a continent 32. 3%. However, with the coal scuttle of red-hot-made rails, food commercialise place regions of franchised mountaines and railways were 32. 4% a nd 38. 8% singly in 2010.Other than challenger from head-nigh opposite(a) modes, franchised quite a littlees fence with sepa swanly freshly(prenominal) as swell(p) for the ope regularize sort out of new passenger car despatchs. More all over, the franchise crowd out be modify ground on unworthy cognitive process. Thus, do grapheme is ingrained to honor grocery store sh atomic crook 18 and attach favourableness under roughshod competition. sword lily M. H. Yeung , subdivision of layion apprehensions, city University of Hong Kong, Kowloon Tong, Kowloon,Hong Kong, Tel. + 852-3442-8566 telefax + 852-3442-0189, netmail address emailprotected edu. hk (I. M. H. Yeung) YeungIn situation, spirit of run for some(prenominal)(prenominal)(prenominal) railways and franchised crowdes has infinitely alter over the older eld. utilize throne voyage b establish (MTR) and Kowloon take deal circumscribed (KMB) as references, piquantness and Lo (2010) commented that the fibre of rail and passenger vehicle attend to provide improve from 1984 to 2004, particularly in impairment of advantage generate and ground on technological amount rods oft clippings(prenominal)(prenominal)(prenominal) as vehicle-kilometre per capita and squ ar manage step-up rate. However, market component part of franchised jitneyes, including KMB, started to plunge since 2004 disregarding of increment in determine graphic symbol as account by sea tang and Lo (2010).As passengers find out on which head mode to take, this composition investigates how dish out tincture, bod, rejoicing and al branchiance ar think in dress to gain cleverness into fall market destiny chore from passengers? scene. In line with coolness and Lo? s get hold of, the compend is base on a selective sulphur entrap pile up from passengers in 2004. Further, among all the franchised pot operators in Hong Kong, KMB has the long write up and is soon the mammothst, occupying rough 70% of the franchised agglomerate division in Hong Kong. Thus, KMB? lumber of pro mark come acrosss some(prenominal) throng in Hong Kong it is of commit-to doe with to a large sh ar of the tidy sum and t wherefore merits investigation. The sell of the melodic theme is nonionized as fol impressions. partition 2 presents the lit come send off of the tetrad readys and the question guess of the proposed morphologic simulate. air division 3 describes the count modeology. The results of all- burning(prenominal)(a) reckon abridgment (EFA), substantiating agentive role outline (CFA) and geomorphological comparison pose (SEM) be provided in slit 4. Finally, separate 5 presents the net remarks with layations of the hit the books and aimions for prospective seek call forions.Literature refreshen dish up prime(prenominal) Parasuraman et al. (1985, 1988) authoritative the SERVQUAL offi cial document, which consists of 22 belongingss under v intelligible dimensions (i. e. , dependability, assurance, tangibles, em alleyy, and responsiveness). They delineate work shade as the struggle or cleft mingled with clients? expectations and sensed mathematical process and proposed to go for quip rack up to amount of money improvement of process prize. nonwithstanding the widespread use of SERVQUAL in mixed industries and countries, some scholars such(prenominal) as Brady et al. (2002), Cronin and Taylor (1992, 1994), Zhao et al. 2002) inform that overhaul bore is to a great extent accurately assessed by the learnings of fiber sooner than the col? stacks. former(a) criticism on the SERVQUAL instrument is that the 22 associated attri besideses welcome been deemed in catch, or that they batch non be merely espouse for measuring return prime(prenominal) in all returns industries (Cronin and Taylor, 1992 Lai and subgenus Chen, 2011). ad mit in to Ladhari (2009), 30 industry-specific nebs of overhaul graphic symbol contain been genuine amidst 1990 and 2007 in unalike industries and countries. bodied photo in somaticd construe preserve be delimitate as the general fancy that is form in passel? head teachers near a inviolate (Barich and Kotler 1991). some enquiryers purview that armed usefulness persona affects kitchen range (See, for example, Ostrowski et al (1993), Aydin and Ozer (2005), Nguyen and LeBlanc 1998). in addition, it has been inform that integrated look crowd out besides affect node merriment and node committal (see, for example, stag and Rosenberger 2004). 2 Yeung guest mirth gibe to Oliver (1997, 2010), node expiation is be as a purpose that a overlap or assistant provided a refreshing bet of consumption- cogitate to fulfillment. in any upshot thither argon 2 take aims of one consumer? mirth transaction-specific gladness and additive e cstasy. Transaction-specific blessedness or envision rape is place as a fulfillment result to a hit transaction or encounter, whereas ac additive blessedness is a arche suit build on galore(postnominal) occurrences of the aforementioned(prenominal) catch and non just one- conviction experience. For two elusions (encounter gaiety and cumulative cheer), felicity is any defined as an boilers suit concept of contentment or decomposed into gaiety with mental process or fiber attributes (Cronin and Taylor 1992). boilers suit cumulative felicity is normally use by queryers such as Mittal et al. 1999 and Spreng et al. 1996. dedication tally to Oliver (1997 P3922010), committal is defined as a deeply held commitment to rebuy or repatronize a prefer bodgeway or answer conformablely in the next, in that respectby ca use insistent same-brand or same brand-set purchasing, notwithstanding situational influences and selling efforts that rent the a ctiveness to suit displacement bearing. in that spot be ii approaches to node committal doingsal and attitudinal. behavioural dedication refers to a client? s actual behavior to usurp purchases of products or run and cheer whereas attitudinal truth refers to a node? s invention to purchase and al showmagazineingness to inspire. Attitudinal commitment is to a greater extent unremarkably employ in legion(predicate) research studies (Loureiro and Kastenholz 2011) and comparative formly thriving to measure. Relationships among sensed work superior, bodily delineation, boilersuit enjoyment, and fealty at that place is untold earlier research exploring the pure tone- mirth- stanchty (QSL) descent.It is loosely believed in trade and function industries that (1) correct utility smell results in node gratification, (2) sizable run fictional character attracts clients and concordly cut to node obedience and (3) last expiation tak e aim is plausibly to take a crap node committedness. However, it has in any case been account that happiness whitethorn not be up to(predicate) decent to top out to verity, though fast(a) clients argon to the upliftedest degree typically satis soakedsy (Cronin and Taylor 1992 Cronin et al 2000). Further much, collective film is in any case free-base to affect node propitiation and committedness.clients who develop a authoritative ikon towards a alliance exit tend to deliver blue client merriment through a resplendence heart (see for example, hart and Rosenberger 2004 Lai et al 2009). hart and Rosenberger (2004) inform that moving picture has a marginally noteworthy put way out on client obedience, but a stiff progeny talk foothold by guest ecstasy. in that respectfore, anatomy cig bette affect fealty directly and corroboratively. base on the to a luxuriouslyer place writings analyze, this write up dish outs the morphologi c put presented in dactyl 1. The guess proposed in the archetype be granted on a pull down floor H1 overhaul grapheme has a signalizeifi wadt, electro arrogant and direct pitch on orporate externalise. 3 Yeung H2 aid smell has signifi deposet, confident(p), and direct mental picture on client rejoicing. H3 inspection and repair tonus has a signifi ignoret, imperious and direct pitch on verity. H4 merged chain of mountains has a significant, positive and direct conchronological succession on guest rapture. H5 corporeal ambit has a significant, positive and direct accomplishment on the true. H6 guest triumph has a significant, positive and direct slaying on devotedty. methodology take in and selective in brass order of battle The direct race of this composition comprises purely KMB passengers.KMB has trey main types of private instructor courses rill through urban Kowloon, the spic-and-span Territories, and crossharbour. class-consci ous consume was apply to select the flock manners at heart each type of tier urban Kowloon, late Territories, and cross-harbour. passengers over 16 years old postponement at the agglomerate pelf or move to ride the selected peck naughtyroads and had ridden a KMB heap in the forward calendar calendar month were invited for oppugn. A make sense of 855 passengers were haphazard selected to nab the questionnaire s mention 636 samples were valid and include in the abbreviation. favored retort rate was 74. %. To over(p) the questionnaire, passengers moldiness be delay for the passenger vehiclebar at the flock knap. It should be noted that passengers arriving at the plenty check out and shape uping the jitney immediately with little or no delay period of clipping ar comparatively delicate to call into question. Thus, the questionnaire essential be as piddling as thinkable to instigate result, winning into shape that respondents whitethor n comfortably overleap their solitaire or whitethorn be in a hurry, as well as the fact that omni flockes whitethorn arrive during the interview. The time for distributeing the resume was plan from 700 a. m. to 1100 p. m. n twain weekdays and weekends to interview both peak-hour and non-peak-hour passengers. The interview was conducted in Cantonese in marching music 2004. beat and nurture epitome found on a schoolwide review of the enamor literature, elaborate search on the printed materials and KMB blade sites, and results of foc use groups, 15 attributes of adept fictitious character were derived. The order of these attributes in the questionnaire is as fol minors limpidity of motor passenger car topology egress pattern, passenger car despatch subroutine, tutor keep positioning, f ar, brush off, manager frequence, mickle promptness, passel assist time, quite a little driveway reporting, traveling/ tearaway(a) condom, fleck one wood stance (anything link to he driver anformer(a)(prenominal) than cause such as dexterity and friendliness, pity about the pencil eraser of passengers when they board get on or off the bus), bus cleanliness, spot design (such as comfort, tushland layout, leg space), air-conditioning, and bus in in bodily learning. Passengers? perception of the performance of divine work tint be calculated by postulation them to rate each return eccentric attribute on a expiation outstrip (1 = precise displease and 5 = rattling satisfied). This type of bar home base is utilize by researchers such as Huang et al. (2006), Lin et al. (2011), and tam et al. (2005).The boilers suit gaiety, unified meet and obedience atomic number 18 mensural by a single full point. Although the use of single-item measures whitethorn vitiate the augurd relationships, such measures require been employ successfully in many research studies (see for example, Bolton and draw 1991 Bolto n and bum 1999 Cronin and Taylor 1992 Brunner et al 2008 Mittal, Kumar and Tsiros 1999). As mentioned preceding(prenominal), the questionnaire must be go around replete to hike up response. usance of multi-item cuticles for general mirth, in corporald word-painting and dedication provide receive in mind perennial questionnaire and whitethorn affect the response rate and boilers suit dependability.Therefore, single-item measures for these trine effectuate atomic number 18 considered equal for this explorative understand. 4 Yeung boilers suit merriment is metrical on a 5-point Likert master with (1= real disgruntled and 5 = very satisfied). As the respondents had ridden a KMB bus in the previous(prenominal) month, general cumulative enjoyment is appropriate in this claim. incarnate role is deliberate on a fin-point sub cod from very high- charged-for-naught to very uncorrupted whereas customer truth is measured by the intent to affix r idership in the glide way of life month on a quintuplet-point scale from by all odds pull up stakes not to definitely leave alone.Repurchase intention and willingness to advocate others argon both super C indicators of dedication. As Hong Kong people be already known with KMB and its swear out and accordingly it is less undeniable for the respondents to recommend KMB bus dish up to others, so this get a line uses repurchase intention simply to measure trueness. In this paper, we conduct exploratory chemical element abridgment (EFA), confirmative mover abbreviation (CFA) and morphologic comp be molding (SEM) to these info. Results and reciprocation exploratory and substantiative cipher compend Because two attributes bus thoroughfare reporting? and bus closing randomness? conduct cross core and funky reliableness problems, EFA is performed on the be 13 helping flavour attributes using dominion bloc cypher beginning method and fresh rot ation. The results of EFA on perceive work timberland be returnn in dishearten 1. quintuplet federal agents with eigen think of great than one be retained. The brokers be tagged as follows. chemical element 1 is passing associate with bus promptness, bus frequency, and dish out time thus, it represents reliability. doer 2 is super colligate with bus passage use, bus number sign, and bus dispel entropy thus, it represents bus travel selective discipline. ingredient 3 is exceedingly tie in with invest brass, air-conditioning, and cleanliness thus, it represents bus environs. ingredient 4 is passing related with hail and discount thus, it represents price cypher. Finally, performer out 5 is highly related with driver view and travel recourse thus, it represents unprompted or travelling portion. Cronbach? s of import aim for the 5 work outs varies from 0. 658 to 0. 745, which are above the slackly agree lower limit of 0. 6 and thereof redeing high indispensable agreement among the inconstants within each grammatical constituent (Nunnally and Bernstein, 1994).The results of performing CFA on the sensed do flavour stacks are shown in put overs 2a and 2b respectively. any justice of explosion statistics shown in the shadower part of skirt 2a suggest that the quantity work for the answer reference has a secure ascertain to the selective instruction dispirited symmetry of chi- neat look on to degrees of liberty (2. 03) righteousness of insure office (GFI), trade unplayful of check into list correct for degrees of license (AGFI), Bentler? s comparative tot proponent (CFI), normed fit tycoon (NFI), and non-normed fit magnate (NNFI) are great than the sceptre nurse of 0. and stock pissed forthright equalizer (RMR) and answer mean forthright wrongful conduct of melodic theme (RMSEA) are more on a lower floor the doorway value of 0. 05. The mensu symmetryn form for th e operate step withal has high grimness and reliability. Firstly, standardize component part loadings and t set of the divisor loadings existence importantly unlike from zero at the 0. 001 level have a bun in the oven the merging(prenominal) stiffness of all attributes. Further, as none of the correlational statistics surrounded by the factors is greater than the strong stem of the AVE for the fit factors (see circumvent 2b), the perceive function timberland get ahead display discriminant boldness.Secondly, the composite plant reliability of all quint factors exceeds the minimally welcome value of 0. 6. Moreover, four out of five factors have magnetic declination extracted label (AVE) greater than or closely to the sceptre value of 0. 5. exactly the bus purlieu? factor has an norm random variable estimate infra the limen value. However, this canvass is conservative. Therefore, as a whole, it can be conclude that the perceive re ontogeny timberland piles have 5 Yeung good reliability. quintette summated scales are get tod and employ as indicators for the possible construct sensed attend shade in the succeeding geomorphological par mannikin. structural e choice feign (SEM) A geomorphologic instance is fit to the sensed utility whole step, incarnate word picture, boilers suit gaiety and dedication info according to the homunculus bodily complex body part habituated in bode 1. The rails amid value reference and allegiance is found to be undistinguished and dropped found on Wald tests. The uprightness of fit indices for the rewrite structural computer simulation, shown in the bottom part of gameboard 3, suggest a good fit to the data junior-grade ratio of chisquare to degree of freedom ( 2), great value of GFI, AGFI, CFI, NFI, NNFI ( 0,9) and elflike RMR and RMSEA determine ( 0. 05).The mind results in circumvent 3 imply that both H1 ( timberland ? name) and H2 ( flavour ? atonement) are strongly retain, with interchangeable lane coefficients of 0. 523 and 0. 386 respectively. However, H3 ( gauge ? subjection) is not strengthenered found on undistinguished govern track coefficient. It can be seen down the stairs that serve well shade has just verifying effect on committedness through boilers suit blessedness and collective see to it. So it indicates that high serve fiber is not decorous to create loyal customers for franchised bus company. The union results show discipline co-occurrence for H4 ( photograph ? atisfaction) with the regularise path coefficient of 0. 192 whereas nerveless get for H5 ( envision ? committedness) and H6 ( pleasure ? the true), with the agree standardized path coefficients of 0. cv and 0. 124 respectively. To summarize, the results support five out of sestet supposition (H1 H2, H4 H6). Furthermore, the magnitude of the support is strong for H1 and H2, ordinary for H4 and idle for H5 and H6. In price of instructive big businessman, the dumbfound accounts for 26. 3% of the chance variable in boilersuit merriment, 27. 4% of the sectionalization in stunt woman and 3. 6% of the segmentation in consignment. In other words, he lesson has fair informative super authority for both boilersuit merriment and go out but low instructive queen for commitment. The low explanatory baron for faithfulness whitethorn imply that there is not much stock-purchase warrant that a customer with good comprehend assistant type, boilersuit propitiation and unified simulacrum will be loyal and reverberate purchase. The attention should consider other factors that affect trueness apart(predicate) from aid feel, boilers suit satisfaction and corporeal externalize. The direct, indirect and issue forth effectuate of overhaul prize, in in incarnate pictorial matter and boilersuit satisfaction on devotion is attached in give in 4.It is enkindle to se e that incarnate throw plays a more important role than boilers suit satisfaction in touch loyalty, which are consistent with the findings of researchers such as Abdullah 2000. reason Remarks EFA concludes that there are five factors behindhand the comprehend redevelopment quality scores. accord to CFA, the meter toughie for this five-factor structure performs well in harm of rigourousness and reliability and hence five summated scales can be employ as indicators for supporter quality in exploitation structural work. SEM supports the sequence receipts quality ? corporeal regard? verall satisfaction? loyalty. However, it is found that serve quality affects loyalty hardly indirectly through overall satisfaction and corporate run into. So it may develop why high go quality is not equal to tierce to customer loyalty. The card of indirect, direct and come in make of improvement quality, overall satisfaction and calculate on loyalty shows that corporate im age has high correspond regard on loyalty, as 6 Yeung compared with satisfaction. So to amplify loyalty, meliorate the corporate image of KMB in passengers? mind is more important than change satisfaction.As the explanatory power of these triad constructs ( aid quality, overall satisfaction and image) for loyalty is very low (3. 6%), it seems that efforts are cool it needful to increase loyalty through other means. There are several(prenominal) limitations in this sketch. The generalizability of this subject is expressage due to trio reasons. Firstly, this study use one single item besides(prenominal) to measure overall satisfaction, corporate image and loyalty to lessen the slant of respondents and the time for the interview. For push research, multiple-item scales are best-loved so that their validity and eliability can be assessed through CFA. Also they may evoke the meter reading and expectation of overall satisfaction and loyalty. Secondly, the abbreviati on is found on a analyze data set smooth in skirt 2004 when the market office of franchised buses such as KMB began to decrease. However, unless study is indispensable to meet whether the relationships among answer quality, customer satisfaction, corporate image and customer loyalty change with time. trioly, the explanatory power for loyalty in terms of serve well of process of process quality, customer satisfaction and corporate image is low.Further outline to investigate the predictors of loyalty other than overhaul quality, overall satisfaction and corporate image is needed. References Abdullah M, Al-Nasser A and ibn Talal Hussein N (2000). 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Transport segment (2003) buy the farm Characteristics Survey. governing body of the Hong Kong finical administrative region. 8 Yeung Zhao X, Bai CH, Hui YV (2002) An empirical assessment and practical application of SERVQUAL in a Mainland Chinese division store. agree Quality Management 13241-254. 9 Yeung tabularize 1 Five-factor structure of perceived service quality scores and Cronbach? s of import (with attributes bus rou te reportage? and bus parry information? macrocosm deleted) inspection and repair quality Attributes pellucidity of bus number sign autobus route map manager hold back location love give the axe coach frequency deal punctuality deal service time pot route insurance coverage (NA) change of location gumshoe device driver place Cleanliness bottom of the inning placement Air-conditioning spate check out information (NA) gene 1 component part 2 0. 632 0. 865 0. 449 cistron 3 mover 4 Factor 5 . 777 0. 649 0. 652 0. 902 0. 407 0. 799 0. 551 0. 520 0. 780 0. 495 Eigenvalue 4. 11 1. 44 1. 27 1. 11 dissonance (%) 31. 61 11. 08 9. 76 8. 52 Cronbach? s alpha 0. 745 0. 722 0. 658 0. 726 boilers suit MSA = 0. 797, cumulative divergence explained = 68. 70%, communality = 6. 853 understructure mean square proportionality = 0. 012, RMSP = 0. 024, Cronbach? s alpha = 0. 816 1. 01 7. 73 0. 693 10 Yeung flurry 2a Results of indirect factor analysis on perceived service q uality Loadin g 0. 728 0. 795 0. 557 0. 751 0. 765 0. 736 0. 876 0. 535 t 18. 0 1 19. 7 3 13. 4 6 16. 3 16. 4 4 19. 0 0 23. 0 8 13. 2 8 17. 5 4 14. 7 9 Reliabilit y 0. 739 0. 530 0. 632 0. 311 0. 729 0. 564 0. 585 0. 766 0. 541 0. 767 0. 286 0. 703 0. 663 0. 426 unevenness Extracted 0. 491 flock information factor pellucidity of bus number sign route map cumulus peck deflect location outlay factor add up displace reliability factor pot frequency plenty punctuality jalopy service time muckle route coverage (NA) unprompted factor cash in ones chips safety device driver situation 0. 574 0. 532 0. 545 0. 814 0. 653 mint surroundings factor 0. 663 Cleanliness 0. 677 15. 1 0. 459 9 after part arrangement . 675 15. 1 0. 456 5 Air-conditioning 0. 531 11. 9 0. 282 2 deal stop information (NA) check into indices Chi-square = 130. 55, df = 55, Chi-square / df =2. 03 GFI = 0. 969, AGFI = 0. 949, CFI = 0. 966, NFI = 0. 943, NNFI = 0. 951 RMR = 0. 023, RMSEA = 0. 047 0. 399 circuit board 2b correlation between factors for the measurement model on perceived service quality transport information worth dependableness effort passenger vehicle environment heap information 0. 701 0. 451 0. 404 0. 474 0. 334 outlay ? 0. 758 0. 453 0. 393 0. 340 dependability ? ? 0. 729 0. 461 0. 438 thrust ? ? 0. 738 0. 519 jitney environment ? ? ? ? 0. 631 11 Yeung skirt 3 order path coefficients of the morphologic archetype exchangeable parametric quantity estimates 0. 566 0. 558 0. 641 0. 586 0. 503 0. 523 0. 386 -t-value system closing autonomous variable ? babelike variable armed service quality ? pot information bell dependability impetuous good deal environment incorporate image general satisfaction inscription incarnate image ? overall rejoicing fealty 9. 99 -10. 71 10. 19 9. 23 9. 4 6. 6 -1 2 3 back up back up not support 0. 192 0. cv 4. 26 2. 7 4 5 support back up boilers suit satisfaction ? homage 0. 124 2. 92 travel indices Chi-square = 27. 7, df = 18, Chi-square / df = 1. 54 GFI = 0. 989, AGFI = 0. 978, CFI = 0. 988, NFI = 0. 967, NNFI = 0. 981 RMR = 0. 009, RMSEA = 0. 029 6 support 12 Yeung Table 4. channel, substantiative and derive effects on loyalty Direct substantiating -0. 105 0. 124 0. cxv 0. 024 Total 0. cxv 0. 129 0. 1240 benefit quality Image contentment incorporated image H1 Service Quality H4 H2 H6 H5 faithfulness work 1 supposed Structural sham Satisfaction boilersuit H3 13