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An investigation of the relationships among consumer satisfaction, loyalty, and market share in Kuwaiti loan services

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Abstract

This study investigates the relationships among customer satisfaction, customer loyalty, and market share in nearly 700 users of Kuwaiti bank loan services. The authors show that the expected positive relationships of satisfaction with market share and of satisfaction with loyalty are not supported in this sector of the banking industry. As expected, however, customer loyalty is shown to be related to market share. It appears that, within this product market, loyalty is not derived from customer satisfaction, but rather is based on other factors such as, for example, price, special deals, or bank–customer relationships. Therefore, market share in Kuwaiti loan services is dependent on banks creating and maintaining a large and loyal customer base.

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Authors and Affiliations

  1. Kuwait University, PO Box 5486, Safat Code, 13055, Kuwait

    Adel Al-Wugayan, Larry P Pleshko & Samar M Baqer

Authors
  1. Adel Al-Wugayan
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  2. Larry P Pleshko
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  3. Samar M Baqer
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Correspondence to Adel Al-Wugayan.

Additional information

2received his PhD from Florida State University. He specialises in marketing strategy research related to firm performance and consumer behaviour as it relates to marketing strategy. He has taught at universities in Australia, Saudi Arabia, the USA, the United Arab Emirates, Kuwait, and Jamaica.

3has recently joined Kuwait University as an assistant professor in the Department of Management and Marketing. She received her PhD from the University of Texas at Arlington. Dr Baqer specialises in marketing strategy and new product development. She has an interest in marketing research, business ethics, and global marketing.

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Al-Wugayan, A., Pleshko, L. & Baqer, S. An investigation of the relationships among consumer satisfaction, loyalty, and market share in Kuwaiti loan services. J Financ Serv Mark 13, 95–106 (2008). https://doi.org/10.1057/fsm.2008.9

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  • DOI: https://doi.org/10.1057/fsm.2008.9

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