Customer loyalty: antecedents, approaches and influences of culture and religion

This study sheds light on customer’s loyalty as an important marketing outcome that researchers should examine regularly due to its theoretical and practical implications. The study highlights the approaches and antecedents of customer’s loyalty that should be taken into consideration. In addition, researchers are directed to properly operationalize customer’s loyalty based on the research context and objectives in order to measure loyalty relationships consistently. The present study concludes that integrating cultural and religious influences into existing models would enhance customer’s loyalty. A review of literature shows that researchers have presented several loyalty models based on particular research contexts to provide a better understanding on the concept. It is hoped that the suggestions provided in the paper would inspire future researchers in developing effective loyalty models

Determinants of customer loyalty: a review and future directions

This paper aims to provide a summary review on the existing loyalty models. It focuses on the key factors and perspectives that can assist marketing scholars and professionals in enhancing customer’s loyalty. A review of the literature has been employed to provide further understandings on customer’s loyalty and its research priorities. The findings of this paper contends that integrating cultural and religious influences into existing models would enhance customer’s loyalty. The study also argues that there are three groups of loyalty antecedents should be taken into consideration. They are 1) loyalty’s primary determinants (PD), which include, customer’s satisfaction, trust, perceived value, and perceived service quality; 2) loyalty’s secondary determinants (SD), which include, other loyalty factors based on the research nature and context; and 3) loyalty’s moral determinants (MD), which include, spiritual, cultural, and religious factors of target markets. Additional propositions and directions are also provided to create efficient loyalty models. Marketing scholars have given inadequate attention to cultural and religious influences in studying customer’s loyalty. This article is a commentary research on previous loyalty models. It is hoped that the propositions provided in the study would inspire future researchers in emerging proper and effective loyalty models

The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers

Purpose This paper aims to examine the influence of religious orientation on viewers’ loyalty, viewers’ satisfaction and perceived content quality; to examine the influences of perceived content quality and viewers’ satisfaction on viewers’ loyalty; and to examine the mediating roles of perceived content quality and viewers’ satisfaction. Design/methodology/approach A set of questionnaires was distributed to 750 respondents in Jordan using convenience sampling. The data were analysed using structural equation modelling. Findings The following are the findings: religious orientation has a direct positive influence on viewer’s loyalty, viewer’s satisfaction and perceived content quality; perceived content quality has a positive influence on viewer’s satisfaction; viewer’s satisfaction has positive influence on viewer’s loyalty; perceived content quality does not have any direct influence on viewer’s loyalty; perceived content quality has partial mediation role in the relationship between religious orientation and viewer’s satisfaction, while viewer’s satisfaction has full mediation role in the relationship between perceived content quality and viewer’s loyalty. Originality/value It is different from the previous studies that mostly focussed on religious commitment and religiosity as the important predictors of customer’s loyalty, and this study emphasised on the influence of religious orientation (the motivational approach of religion) as one of the religious dimensions that can affect customer’s loyalty model. The selected approach may provide additional insights into the existing loyalty models

Influence of religious orientation on Jordanian viewers’ loyalty towards satellite TV channels

A review of the literature shows that few studies investigated customer’s loyalty model from a religious perspective. In addition, most of these studies investigated the religious influences on customer’s loyalty model using two religious dimensions, namely religious commitment and religiosity. Therefore, this study examined the influence of religious orientation (the motivational approach of religion), as another religious dimension, on a) viewer’s loyalty, b) viewer’s satisfaction, and c) perceived content quality. The influences of the perceived content quality, as well as, viewer’s satisfaction on viewer’s loyalty were examined. The mediating roles of both viewer’s satisfaction and perceived content quality were also examined. A total of 750 Jordanian viewers were invited to participate in this study. Survey questionnaires were distributed in the urban areas of Amman and Irbid. This study managed to obtain 644 valid responses. Structural equation modelling (SEM) using AMOS was then used to test eight hypotheses constructed from the conceptual framework of the study. SEM analysis revealed that: a) religious orientation has a direct positive influence on viewer’s loyalty, viewer’s satisfaction, and perceived content quality; b) perceived content quality has a direct positive influence on viewer’s satisfaction; c) viewer’s satisfaction has a direct positive influence on viewer’s loyalty; d) perceived content quality does not have any direct influence on viewer’s loyalty. On the other hand, perceived content quality has a partial mediation role in the relationship between religious orientation and viewer’s satisfaction. In contrast, viewer’s satisfaction has a full mediation role in the relationship between perceived content quality and viewer’s loyalty. Theoretically, the proposed framework of the study provided important contributions to the literature of consumer behaviour. This study provided a useful model to better understand loyalty relationships through the motivational approach of religion. Findings of the study could benefit the decision makers of satellite TV channels in order for them to determine the effective polices to enhance perceived content quality, viewer’s satisfaction, and viewer’s loyalty