Abstract
The present study depicts the importance of customer loyalty in
education sector. The objective of current research is to investigate the
impact of cultural values power distance, masculinity, uncertainty
avoidance, long term orientation and collectivism on customer loyalty.
Moreover, it investigates the relationship across female and male
respondents for multi-group analysis based on gender. Data is
collected from 842 respondents from seventeen public and private
universities in Islamabad Pakistan. For reliability and validity of
constructs composite reliability and Cronbach’s Alpha is used. PLSSEM technique was used in the study for proposed model estimation.
The results show that cultural values power distance, uncertainty
avoidance, long term orientation and collectivism positively impact
customer (student) loyalty. However, masculinity does not impact
customer (student) loyalty. Moreover, female and male students found
indifferent toward relationships from cultural values uncertainty
avoidance and long term orientation to loyalty, whereas, they are
similar on the relationship from power distance, masculinity, and
collectivism to loyalty. Future research may be conducted by finding
the impact of culture on the antecedents of customer loyalty across
different sectors.
Nouman Malik, Muhammad Ismail Ramay. (2017) Impact of Culture on Customer Loyalty: A Gender Based Comparison in Higher Education Institutions of Islamabad Pakistan , Journal of Managerial Sciences, Volume 11, Issue 4.
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