An asymmetrical approach to understanding configurations of customer loyalty in the airline industry |
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| Affiliation: | 1. Associate Professor of Marketing Griffith Business School Griffith University, 170 Kessels Road, Nathan QLD 4111, Australia;2. Professor of Marketing Business Research Unit (BRU/UNIDE), Instituto Universitário de Lisboa (ISCTE-IUL), Portugal;1. College of Business Administration, Loyola Marymount University, One LMU Drive, MS 8395, Los Angeles, CA 90045, USA;2. Naveen Jindal School of Management, The University of Texas at Dallas, 800 West Campbell Road, SM32, Richardson, TX 75080, USA;3. Sam M. Walton College of Business, The University of Arkansas, 220 N Ozark Ave, Fayetteville, AR 72701, USA;1. Center for Retailing, Stockholm School of Economics, Sweden;2. School of Business, Stockholm University, Sweden;1. Cape Peninsula University of Technology, Wholesale & Retail Leadership Chair, Cape Town, South Africa;2. Cape Peninsula University of Technology, Marketing Department, Cape Town, South Africa;3. Cape Peninsula University of Technology, Retail Business Management Department, Cape Town, South Africa;1. California State University, Sacramento, USA;2. Carroll University, USA |
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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 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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| Keywords: | Customer characteristics Service quality Customer loyalty Asymmetrical testing FsQCA |
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