Prentice, Catherine - In: Journal of Services Marketing 34 (2019) 2, pp. 149-162
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...