Antecedents and consequences of customer loyalty in Qatar. (2018)

• Record Type: Journal Article
• Authors: Bhuian, Shahid N.; Balushi, Maha Al; Butt, Irfan
• Is Part Of: Journal for global business advancement. Volume 11:Number 1(2018)
• Page Start: 41
• Page End: 63
• Publication Date: 2018
• Subjects: customer loyalty -- innovation -- service quality -- trust -- word-of-mouth communication -- Qatar -- Gulf Cooperation Council region; Business -- Periodicals; International business enterprises -- Periodicals; 650
• Languages: English
• ISSNs: 1746-966X

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.