This article reports theory and examines data in ways that transcend the dominant logics for variable-based and case-based analyses. The theory and data analysis tests key propositions in complexity theory, for example, no single antecedent condition is a sufficient or necessary indicator of a high score in an outcome condition; a few complex configurations of antecedent conditions are sufficient indicators of high scores in an outcome condition. The study tests and supports these propositions in the context of customer assessments (n=436) of service facets and service outcome evaluations for assisted ephemeral transformations of self via beauty salon and spa treatments. The findings advance a nuanced theory of how customers' service evaluations relate to their assessments of overall service quality and intentions to use the service. The findings support the need for service managers to be vigilant in fine-tuning service facets and service enactments to achieve high customer retention.

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