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  • Testing complexity theory in service research

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    Prentice267152Accepted.pdf (437.5Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Prentice, Catherine
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2019
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    Abstract
    Purpose: This study aims to draw on the complexity theory and uses a non-an asymmetrical method – fuzzy-set qualitative comparative analysis (fsQCA) to test the core tenets of complexity theory, namely, asymmetry, equifinality and causal complexity and valence reversals or conjunction with a focus on testing the relationships between service quality, customer satisfaction and loyalty. Case outcome forecasting accuracy rather than relationships are tested in asymmetric testing. Design/methodology/approach: Both symmetrical (structural equation modelling or SEM) and non-symmetrical (fsQCA) methods were used to test the proposed ...
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    Purpose: This study aims to draw on the complexity theory and uses a non-an asymmetrical method – fuzzy-set qualitative comparative analysis (fsQCA) to test the core tenets of complexity theory, namely, asymmetry, equifinality and causal complexity and valence reversals or conjunction with a focus on testing the relationships between service quality, customer satisfaction and loyalty. Case outcome forecasting accuracy rather than relationships are tested in asymmetric testing. Design/methodology/approach: Both symmetrical (structural equation modelling or SEM) and non-symmetrical (fsQCA) methods were used to test the proposed relationships (symmetrical testing) and case outcome forecasting accuracy (asymmetric testing). The former was used as a comparison. The study setting was in Australian airports. The data were collected from departure passengers. Findings: The results from SEM and fsQCA differ substantially. The former provides very simplistic findings of variable directional relationships; whereas the latter presents asymmetrical, equifinal and conjunctional relationships regarding service quality, customer satisfaction and behavioural intentions. These findings support the core tenets of the complexity theory. Research limitations/implications: The study findings conform to the complexity theory that indicates relationships between variables can be nonlinear and the same causes can produce different effects. The findings suggest the outcomes of interest often result from combined antecedent conditions rather than a single causal factor. The study confirms that asymmetrical thinking relies on Boolean algebra and set theory principles. Originality/value: This study uses both symmetrical and asymmetrical methods to reveal the nuanced information about the relationship that has been tested primarily using symmetrical methods.
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    Journal Title
    Journal of Services Marketing
    Volume
    34
    Issue
    2
    DOI
    https://doi.org/10.1108/JSM-09-2019-0353
    Copyright Statement
    © 2019 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Commercial services
    Marketing
    Tourism
    Social Sciences
    Business
    Business & Economics
    Services marketing
    Customer service
    Publication URI
    http://hdl.handle.net/10072/396584
    Collection
    • Journal articles

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