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

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  • Prentice, Catherine
  • Correia Loureiro, Sandra Maria

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.

Suggested Citation

  • Prentice, Catherine & Correia Loureiro, Sandra Maria, 2017. "An asymmetrical approach to understanding configurations of customer loyalty in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 96-107.
    • Handle: RePEc:eee:joreco:v:38:y:2017:i:c:p:96-107
    DOI: 10.1016/j.jretconser.2017.05.005
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    References listed on IDEAS

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    Cited by:

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    3. Mohammad Soltani Delgosha & Tahereh Saheb & Nastaran Hajiheydari, 2021. "Modelling the Asymmetrical Relationships between Digitalisation and Sustainable Competitiveness: A Cross-Country Configurational Analysis," Information Systems Frontiers, Springer, vol. 23(5), pages 1317-1337, September.
    4. Septianto, Felix & Chiew, Tung Moi, 2018. "The effects of different, discrete positive emotions on electronic word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 1-10.
    5. Jin, Ting & Prentice, Catherine & Shao, Wei, 2021. "Identifying antecedent conditions for luxury brand purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Laure FANGUE & Colette SIMO & Jean DOUANLA, 2020. "Effect of Customer Trust on Customer Loyalty: Case of Second-Tier Microfinance Institutions in Cameroon," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 53-59, June.
    7. Park, Eunil, 2019. "The role of satisfaction on customer reuse to airline services: An application of Big Data approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 370-374.
    8. Leon, Steven & Dixon, Sonoma, 2023. "Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality," Journal of Air Transport Management, Elsevier, vol. 113(C).
    9. Mohammad Soltani Delgosha & Tahereh Saheb & Nastaran Hajiheydari, 0. "Modelling the Asymmetrical Relationships between Digitalisation and Sustainable Competitiveness: A Cross-Country Configurational Analysis," Information Systems Frontiers, Springer, vol. 0, pages 1-21.
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    11. Heesup Han & Hyoungeun Moon & Antonio Ariza-Montes & Soyeun Lee, 2020. "Sensory/Health-Related and Convenience/Process Quality of Airline Meals and Traveler Loyalty," Sustainability, MDPI, vol. 12(3), pages 1-15, January.
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