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Each of the steps involved in the PLS FAC-SEM approach is illustrated using data from a customer value study.FindingsOn a methodological level, the key result of this research is the presentation of a generally applicable step-by-step guideline of the PLS FAC-SEM approach. n-way analysis of variance (ANOVA) and multi-group analysis (MGA)), a step-by-step guideline of the PLS FAC-SEM approach is presented. interaction effects).Design/methodology/approachAfter an introduction of its building blocks as well as a comparison with related methods (i.e. main effects) as well as their joint impact (i.e. This approach allows researchers to assess whether and how model relationships vary as a function of an underlying factorial design, both in terms of the design factors in isolation (i.e. PurposeThe purpose of this paper is to provide an illustrated step-by-step guideline of the partial least squares factorial structural equation modeling (PLS FAC-SEM) approach. PLS FAC-SEM: an illustrated step-by-step guideline to obtain a unique insight in factorial data PLS FAC-SEM: an illustrated step-by-step guideline to obtain a unique insight in factorial data