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


Abu Alhaija, Ahmad Saifalddin and Raja Yusof, Raja Nerina and Hashim, Haslinda and Jaharuddin, Nor Siah (2018) Customer loyalty: antecedents, approaches and influences of culture and religion. Journal of Islamic Management Studies, 1 (2). 62 - 78.


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.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Putra Business School
Publisher: World Academy of Islamic Management (WAIM)
Keywords: Customer loyalty; Loyalty antecedents; Loyalty approaches; Religion, Culture
Depositing User: Nurul Ainie Mokhtar
Date Deposited: 05 Mar 2020 01:49
Last Modified: 05 Mar 2020 01:49
URI: http://psasir.upm.edu.my/id/eprint/72158
Statistic Details: View Download Statistic

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