Document Type
Conference Proceeding
Publication Date
2019
Abstract
The purpose of this study was to investigate loyalty profiles in among consumers of western-style coffee shops within the emerging market of Kuwait. The loyalty profiles were developed based on the typology presented by Dick & Basu (1994), where buyers can be truly loyal, spuriously loyal, latently loyal, or not loyal to a specific brand. Added to these four loyalty types are the inclusion of two specific true loyalty categories, preferent true loyalty and insistent true loyalty. The study presents evidence that a large proportion of customers fall into the true loyalty category. However, only about five percent of the market exhibits insistent true loyalty, where they are loyal to only one brand at the exclusion of all others. Instead, the vast majority of respondents exhibited the brand preferent form of loyalty, choosing to periodically switch their purchases between a small number of retailers.
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Recommended Citation
Pleshko, Larry P. and Heiens, Richard A., "Analyzing True Loyalty in the Middle Eastern Market: Brand Preference and Brand Insistence" (2019). Association of Marketing Theory and Practice Proceedings 2019. 13.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2019/13
About the Authors
About the Authors
Larry P. Pleshko earned his Ph.D. in Marketing from Florida State University and he currently serves as Professor of Marketing at Kuwait University. Dr. Pleshko has held positions at academic institutions in Australia, Jamaica, Kuwait, Saudi Arabia, the United Arab Emirates, and the USA, and his research focuses on international marketing strategy and the measurement of firm performance.
Richard A. Heiens earned his Ph.D. in Marketing from Florida State University and he currently serves as Professor of Marketing at the University of South Carolina Beaufort. His research interests are in the area of strategic marketing, and he has published in a wide variety of academic journals, including the Strategic Management Journal, the Journal of Business and Industrial Marketing, the Academy of Marketing Science Review, and the Journal of Strategic Marketing.