The influence of customer loyalty on small island economies: an empirical and exploratory study

Ozuem, Wilson ORCID logo ORCID: , Thomas, Tara and Lancaster, Geoff (2015) The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing, 24 (6). pp. 447-469.

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There is growing consensus that companies' long-term success is reliant on building and sustaining strong customer relationships. This study explores the antecedents of loyalty in business to business (B2Bs) using Guernsey's telecommunication industry as a case study. It examines how these influence customer loyalty orientation and factors that help service providers improve loyalty rates. Extant literature pays little attention to the antecedents of loyalty in small island economies. Prior research focuses on cultural, environmental and macro-economic issues. Drawing on Dick and Basu's (Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(Spring), 99–113, 1994) loyalty model, this research explores loyalty antecedents that are cognisant of distinct market conditions that can impact customer loyalty within the telecommunications sector of a small island economy. It seeks to advance understanding of loyalty in B2B relationships in this context and identify factors that contribute towards converting passively loyal customers to being actively loyal customers.

Item Type: Article
Journal / Publication Title: Journal of Strategic Marketing
Publisher: Taylor & Francis (Routledge)
ISSN: 1466-4488
Departments: Academic Departments > Business, Law, Policing & Social Sciences (BLPSS) > Business
Depositing User: Anna Lupton
Date Deposited: 25 Oct 2019 10:00
Last Modified: 12 Jan 2024 13:46


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