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

Ozuem, Wilson, Thomas, Tara and Lancaster, Geoff (2016) The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing, 24 (6). pp. 447-469. doi:10.1080/0965254X.2015.1011205

Text (Peer reviewed version)
The influence of customer loyalty on Small Island economies an exploratory research.pdf - Accepted Version
Available under License All Rights Reserved.

Download (1MB) | Preview


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
Article Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 18.9.2016, available online:
Uncontrolled Keywords: small island; customer loyalty; business to business (B2B); telecommunications; hospitality industry
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 11 Nov 2016 14:00
Last Modified: 05 Aug 2023 11:25

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.