Introduction: complexity and customer evaluations of service enactments and outcomes</h5> Mann Zhang reports being very happy with his new metro-look outcome following his visit, haircut, and styling at Miao's Beauty Salon & Spa; Mann also reports that he intends not to return to Miao's shop in the future. A second customer, Lin Chu, reports that Miao's is dark and generally unattractive inside but she gives very positive ratings to Miao for overall service quality. The first of these two anecdotal stories is an example of a “negative contrarian case”—a specific case of a positive indicator and negative outcome relationship while most other cases support a positive main effect between an indicator and an outcome. The second anecdote is an example of a “positive contrarian case”—a specific case of a negative indicator and positive outcome while most cases support a negative main effect between the indicator (e.g., poor ambience) and the outcome (e.g., overall service quality).</P>The present article contributes a radically new perspective in the service dominant logic literature (SDL, e.g., Lusch & Vargo, 2006a, 2006b; Vargo & Lusch, 2004a, 2004b, 2006; Vargo & Morgan, 2005 ) in three principal ways. The study here explains how complexity theory provides
Journal of Business Research – Elsevier
Published: Aug 1, 2014
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera