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  • An asymmetrical approach to understanding configurations of customer loyalty in the airline industry

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    PrenticePUB4426.pdf (550.0Kb)
    Author(s)
    Prentice, Catherine
    Correia Loureiro, Sandra Maria
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2017
    Metadata
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    Abstract
    This study employs fuzzy set qualitative comparative analysis (fsQCA) to examine asymmetrical relationships among service attributes, relationship quality, and customer loyalty in the airline industry. The study incorporates customers’ demographics and psychological variables to model customer loyalty. Customer loyalty is operationalised as behavioural and attitudinal dimensions in order to capture customers’ actual behaviours and behavioural intentions. Symmetrical testing is also used to compare findings with those from fsQCA application. The study provides various causal recipes or configurations for predicting relationship ...
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    This study employs fuzzy set qualitative comparative analysis (fsQCA) to examine asymmetrical relationships among service attributes, relationship quality, and customer loyalty in the airline industry. The study incorporates customers’ demographics and psychological variables to model customer loyalty. Customer loyalty is operationalised as behavioural and attitudinal dimensions in order to capture customers’ actual behaviours and behavioural intentions. Symmetrical testing is also used to compare findings with those from fsQCA application. The study provides various causal recipes or configurations for predicting relationship quality and customer loyalty. The comparison between symmetrical and asymmetrical findings presents deeper and more insightful information. These findings provide useful guidelines and references for the relevant researchers and practitioners. The study also contributes to the literature by utilising symmetrical and asymmetrical tools to advance understanding of antecedent conditions of relationship quality and customer loyalty.
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    Journal Title
    Journal of Retailing and Consumer Services
    Volume
    38
    DOI
    https://doi.org/10.1016/j.jretconser.2017.05.005
    Copyright Statement
    © 2017 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (http://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
    Subject
    Marketing not elsewhere classified
    Business and Management
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/341556
    Collection
    • Journal articles

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