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Relationship between Customer Satisfaction and Customer Loyalty: A Review and Future Directions of its Nature and Approaches

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  • Ahmad Saifalddin Abu-Alhaija

    (Arab Open University-KSA, Saudi Arabia)

  • Hosni Shareif Hussein

    (Palestine Technical University-Kadoorie, West Bank)

  • Almothanna Jamil Abu Allan

    (University Putra Malaysia, Malaysia)

Abstract

This paper discusses the special relationship between customer satisfaction and customer loyalty. It highlights the significance of studying such relationship via appropriate moderators. This may contribute towards understanding the nature and strength of the relationship. Examining the indirect influences of customer satisfaction on loyalty towards a product or service may highlight obscure relationships. This study concludes that the relationship between satisfaction and loyalty is, at times, beyond a straightforward one. The relationship may include specific moderating factors, depending on customers’ characteristics, such as, psychographic, cultural, and religious factors. This paper finds that a marketing approach, which is, in line with Islamic values, is essential in order to satisfy and retain religious customers. It is hoped that the propositions provided in this study could inspire marketing scholars to develop sound models in understanding the relationship between customer satisfaction and customer loyalty. Keywords: Customer Loyalty, Satisfaction, Islamic Marketing Journal: Eurasian Journal of Social Sciences

Suggested Citation

  • Ahmad Saifalddin Abu-Alhaija & Hosni Shareif Hussein & Almothanna Jamil Abu Allan, 2019. "Relationship between Customer Satisfaction and Customer Loyalty: A Review and Future Directions of its Nature and Approaches," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 7(4), pages 28-39.
    • Handle: RePEc:ejn:ejssjr:v:7:y:2019:i:4:p:28-39
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    References listed on IDEAS

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