Antecedents and consequences of customer loyalty in Qatar

Shahid Bhuian, Maha Al-Balushi, Irfan Butt*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


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 languageEnglish
Pages (from-to)41-63
Number of pages23
JournalJournal for Global Business Advancement
Issue number1
Publication statusPublished - 2018


  • Customer loyalty
  • Gulf Cooperation Council region
  • Innovation
  • Qatar
  • Service quality
  • Trust
  • Word-of-mouth communication

ASJC Scopus subject areas

  • Business and International Management


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