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How does past and present customer experience explain the satisfaction with the supplier? A fuzzy set qualitative comparative approach

Almoraish, Ahmed and Gounaris, Spiros (2018) How does past and present customer experience explain the satisfaction with the supplier? A fuzzy set qualitative comparative approach. In: European Marketing Academic Annual Conference: EMAC 2018, 2018-05-29 - 2018-06-01, University of Strathclyde.

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    Abstract

    This study applies complexity theory to understand the effect of past and present experience on satisfaction. Drawing from the appraisal of interaction theory, social exchange theory and organizational buying behaviour, we developed and empirically measured customer experience on satisfaction across the customers of the professional service providers in b2b. This study investigates the past and current experiences as key elements of customer satisfaction with suppliers. To examine the research propositions, this study employs confirmatory factor analysis (CFA) and fuzzy set qualitative comparative analysis (fsQCA), using a sample of 450 in the first wave and 260 in the second wave. The findings contribute to advancing the current knowledge of the literature by verifying different components of the construct of customer experience and its relative impact on satisfaction.