Abstract
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.
Original language | English |
---|---|
Pages (from-to) | 41-63 |
Number of pages | 23 |
Journal | Journal for Global Business Advancement |
Volume | 11 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2018 |
Keywords
- Customer loyalty
- Gulf Cooperation Council region
- Innovation
- Qatar
- Service quality
- Trust
- Word-of-mouth communication
ASJC Scopus subject areas
- Business and International Management