dear all,
my results do not seem to be consistent with some of the existing literature. other then justifying the results due to the scale used, what other reasons can i give?
the literature usually says that service quality is negatively associated with switching intentions, but my results show that service quality is positively associated with switching intention.
need feedback urgently...thks

Hi Shimot,

I do not think it is that unusual to find results which are not completely in line with the literature. Even stronger, why would you do a project if you knew already in advance that the results would be exactly the same as described before?

Perhaps you could write something like:

" My research indicated this and this. This contrasts with the existing literature.
What could be potential explanations?
1. Results found in the literature are not that certain
2. Results could be depending on the circumstances e.g. apply in this industry yet not in the other
3. Results may be depend on how the research was done
4. Perhaps there could be a bias in my results, what could that be?
etc. etc."

By the way, just out of interest, what do you mean when you indicate that service quality depends on switching intention? Switching intention of what?