Data collected using Likert Scale and collecting insights from Experts, entrepreneurs and customers
Using a using Likert Scale and collecting insights from Experts, entrepreneurs and customers is good but prior studies suggest that using work study to measure the effectiveness of customer loyalty programs would be more suitable.
In order to do CFA, you have to a prior model that assigns each item to a specific conceptual factor. If you do not have a prior model, then you can use EFA to develop one.
Exploratory factor analysis (EFA) is typically used for identifying and measuring underlying factors in an instrument while confirmatory factor analysis (CFA) is for examining the consistency between observed variables or factors and their underlying latent constructs. For exploratory analyses of relations between latent variables, you could carry out partial least squares structural equation modeling (PLS-SEM) instead of composite-based structural equation modeling (CB-SEM) with AMOS, which is used for theory testing or confirmation. For technical insights into CB-SEM with AMOS, you might refer to the book by Collier (2020). You could also check out the one by Hair et al. (2022) for guidance on PLS-SEM. Both publications are referenced below.
Collier, J. E. (2020). Applied structural equation modeling using AMOS: Basic to advanced techniques. Routledge. https://www.routledge.com/Applied-Structural-Equation-Modeling-using-AMOS-Basic-to-Advanced-Techniques/Collier/p/book/9780367435264#
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications. https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548
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