This paper aims to assess customer loyalty towards halal cosmetics using three integrated loyalty routes of product quality, emotional attachment and religious determinants.
The data for this study were gathered from 457 s cosmetics customers. Variance-based structural equation modelling was applied to assess the association between product quality, emotional attachment, religiosity, customer satisfaction and customer loyalty.
This study reveals that for halal cosmetics, customer loyalty is driven more by emotional attachment and product quality than by religiosity. Further, the religiosity does not moderate the relationship between customer satisfaction and customer loyalty. Finally, this study reveals that the impact of emotional attachment and product quality on customer loyalty is partly through strengthening customer satisfaction.
This study provides an opportunity for halal cosmetics managers to increase customer loyalty through the development of emotional attachment and product quality. To develop customer loyalty towards their halal cosmetic products, this study suggests that halal cosmetics managers should offer high-quality products and continuously innovate their cosmetic products.
This is an early empirical study attempting to examine the link between religiosity and customer loyalty in halal cosmetic products.
The authors are grateful for reviewers’ suggestions and recommendations.
Suhartanto, D., Dean, D., Sarah, I.S., Hapsari, R., Amalia, F.A. and Suhaeni, T. (2020), "Does religiosity matter for customer loyalty? Evidence from halal cosmetics", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-03-2020-0069
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