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This research introduces the combined use of partial least squares–structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) that enables researchers to explore and validate hypotheses following a sufficiency logic, as well as hypotheses drawing on a necessity logic. The authors’ objective is to encourage the practice of combining PLS-SEM and NCA as complementary views of causality and data analysis.

The authors present guidelines describing how to combine PLS-SEM and NCA. These relate to the specification of the research objective and the theoretical background, the preparation and evaluation of the data set, running the analyses, the evaluation of measurements, the evaluation of the (structural) model and relationships and the interpretation of findings. In addition, the authors present an empirical illustration in the field of technology acceptance.

The use of PLS-SEM and NCA enables researchers to identify the must-have factors required for an outcome in accordance with the necessity logic. At the same time, this approach shows the should-have factors following the additive sufficiency logic. The combination of both logics enables researchers to support their theoretical considerations and offers new avenues to test theoretical alternatives for established models.

The authors provide insights into the logic, assessment, challenges and benefits of NCA for researchers familiar with PLS-SEM. This novel approach enables researchers to substantiate and improve their theories and helps practitioners disclose the must-have and should-have factors relevant to their decision-making.

The usage of robot waiters in the hospitality industry is growing, thus increasing the number of human–robot interactions in frontline services. Focusing on robot waiters in restaurants, this study aims to propose the social cognition (SC)–psychological ownership (PO)–customer responses (CR) model, while examining the association between SC, PO, robot anthropomorphism and CR.

The hypotheses of this study are tested using a three-step mixed-method approach that includes partial least squares structural equation modeling (PLS-SEM), necessary condition analysis (NCA) and fuzzy-set qualitative comparative analysis (fsQCA).

PLS-SEM demonstrates the mediating role of psychological ownership on the relationship between SC, customer attitudes regarding being attended by a robot and revisiting intentions. Robot anthropomorphism enhances the relationship between SC and psychological ownership. NCA indicates that SC and psychological ownership are necessary conditions for the presence of favorable attitudes and revisiting intentions. FsQCA suggests that different configurations of the antecedent conditions lead to better attitudes and revisiting intentions.

Frontline hospitality robots need to be perceived as warm, competent, responsive and adaptable to customer requests to elicit positive responses. Managers should employ attractive robots displaying anthropomorphic features. Managers need to ensure that customers have some knowledge about robots before interacting with them. Managers should also consider customer heterogeneity and the context in which the robots will be deployed.

Based on the psychological ownership theory, this paper analyzes the relationship between SC, psychological ownership and CR. Anthropomorphism moderates the relationship between SC and psychological ownership.

Small and medium enterprises (SMEs) are engines of economic growth. Research indicates that the adoption of green procurement practices (GPPs) significantly influences the sustainable growth of SMEs. However, there is a lack of understanding of factors that link the adoption of GPPs with enhanced competitiveness. The purpose of this study is two-fold: first, to identify factors that affect the competitiveness of SMEs caused by adopting GPPs, and second, to test those factors whether they serve as necessary conditions in achieving that competitiveness.

A quantitative approach was used to survey 188 manufacturing SMEs in Pakistan. Cross-sectional data was collected through online questionnaires and analyzed using structural equation modelling (PLS-SEM) and necessary condition analysis (NCA).

Results indicate a less pronounced direct association between the adoption of GPPs and firm competitiveness. However, this association becomes strongly positive with the mediating roles of SSB and GI. On the other hand, NCA results reveal that the adoption of GPPs, SSB and GI acts as necessary conditions for achieving firm competitiveness.

This research highlights the fact that simply adopting GPPs is not sufficient to guarantee true competitiveness; a multifaceted approach is required. Moreover, it offers practical insights into effective planning of green investments leading to sustainable development.

Various practical measures can be adopted to manage the social outcomes of investment in the adoption of GPPs by SMEs.

This study relates and contributes to the natural resource-based view (NRBV) theory, the stakeholder theory and the necessity theory by developing a novel analytical framework.