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An exploratory study of value added services

Hossein Olya (Oxford Brookes University, Oxford, UK)
Levent Altinay (Oxford Brookes University, Oxford, UK)
Glauco De Vita (Centre for Business in Society (CBiS), Coventry University, Coventry, UK)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 11 January 2018

Issue publication date: 23 April 2018




Using data from 104 countries over a six-year period (2009-2014), this study proposes a value-added predictor in service industries based on the eight indicators of the prosperity index, namely economy, entrepreneurship and opportunity, governance, education, health, safety and security, personal freedom and social capital.


The fuzzy-set qualitative comparative analysis (fsQCA) and complexity theory, a relatively novel approach for developing and testing the conceptual model, are used for asymmetric modelling of value added in service industries, and the predictive validity of proposed configural model is tested.


Apart from advancing method and theory, this study simulates causal conditions (i.e. recipes) leading to both high and low scores of the value added of services. The configural conditions indicating a high/low level of value added in service industries can be used as a guiding strategy for marketers, investors and policy makers.


An analysis of worldwide data provides complex models demonstrating both how to regulate country conditions to achieve a high value-added score and select a foreign country for investment that offers a high level of value-added service.



Olya, H., Altinay, L. and De Vita, G. (2018), "An exploratory study of value added services", Journal of Services Marketing, Vol. 32 No. 3, pp. 334-345.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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