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

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Loureiro, Sandra Maria Correia (2017) An asymmetrical approach to understanding configurations of customer loyalty in the airline industry. Journal of Retailing and Consumer Services, 38. pp. 96-107. ISSN 0969-6989


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 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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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 00:53
Last Modified: 11 Aug 2022 00:46
Uncontrolled Keywords: Asymmetrical testing; Customer characteristics; Customer loyalty; FsQCA; Service quality
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.jretconser.2017.05.005
URI: http://eprints.usq.edu.au/id/eprint/49883

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