the content validity of constructs, which could misrepresent the structural relation-ships between constructs and lower or even put doubts on the usefulness of the identified insights of the explored service system. Therefore, the validity of models should be confirmed so that the insights of service systems in light of the system’s principal factors and relationships, behavior, and performance can be meaningful and thus can be practically applied to the decision making in business operations and management by a service organization.The modeling validity should be applied to both measurement and structural mod-els. There are a variety of discussions on how to validate and report constructed system models. The following validations are well utilized in the literature (Henseler et al., 2008). In particular, they are required as essential reports for publications when PLS SEMs are applied to model the dynamics of service systems:
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