Association of Marketing Theory and Practice Proceedings 2019
 

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.

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.

Copyright Statement / License for Reuse

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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