TY - JOUR
T1 - Antecedents and consequences of customer loyalty in Qatar
AU - Bhuian, Shahid
AU - Al-Balushi, Maha
AU - Butt, Irfan
N1 - Publisher Copyright:
Copyright © 2018 Inderscience Enterprises Ltd.
PY - 2018
Y1 - 2018
N2 - Drawing insights from the customer value-based theory, the study hypothesises and examines the relationships in the antecedents-customer loyalty-consequences process in a unique context, Qatar. Five divergent and salient antecedents and two important outcomes are incorporated in a single comprehensive study. The antecedents are innovation (a novel one), service quality, trust, satisfaction and switching cost, while the consequences are word-of-mouth communication and repeat purchase. An analysis of a sample of mobile internet subscribers reveals that the five antecedents impact customer loyalty, which, in turn, influences the two outcomes. The study extends customer loyalty theory to a region marked by unique Islamic values and beliefs. Also, the study suggests that in addition to paying attention to a number of traditional drivers of customer loyalty simultaneously, marketers seeking to build and sustain customer loyalty in the Gulf region should also focus on innovation. Implications are discussed.
AB - Drawing insights from the customer value-based theory, the study hypothesises and examines the relationships in the antecedents-customer loyalty-consequences process in a unique context, Qatar. Five divergent and salient antecedents and two important outcomes are incorporated in a single comprehensive study. The antecedents are innovation (a novel one), service quality, trust, satisfaction and switching cost, while the consequences are word-of-mouth communication and repeat purchase. An analysis of a sample of mobile internet subscribers reveals that the five antecedents impact customer loyalty, which, in turn, influences the two outcomes. The study extends customer loyalty theory to a region marked by unique Islamic values and beliefs. Also, the study suggests that in addition to paying attention to a number of traditional drivers of customer loyalty simultaneously, marketers seeking to build and sustain customer loyalty in the Gulf region should also focus on innovation. Implications are discussed.
KW - Customer loyalty
KW - Gulf Cooperation Council region
KW - Innovation
KW - Qatar
KW - Service quality
KW - Trust
KW - Word-of-mouth communication
UR - http://www.scopus.com/inward/record.url?scp=85050089622&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85050089622&partnerID=8YFLogxK
U2 - 10.1504/JGBA.2018.093167
DO - 10.1504/JGBA.2018.093167
M3 - Article
AN - SCOPUS:85050089622
SN - 1746-966X
VL - 11
SP - 41
EP - 63
JO - Journal for Global Business Advancement
JF - Journal for Global Business Advancement
IS - 1
ER -