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The influence of religious orientation on viewers’ loyalty towards satellite TV channels: The case of Muslim viewers

Ahmad Saifalddin Abu-Alhaija (Department of Management and Marketing, Putra Business School, University Putra Malaysia, Serdang, Selangor, Malaysia and Arab Open University-KSA, Dammam, Saudi Arabia)
Raja Nerina Raja Yusof (Department of Management and Marketing, Faculty of Economics and Management, University Putra Malaysia, Serdang, Selangor, Malaysia)
Haslinda Hashim (Department of Management and Marketing, Faculty of Economics and Management, University Putra Malaysia, Serdang, Selangor, Malaysia)
Norsiah Jaharuddin (Department of Management and Marketing, Faculty of Economics and Management, University Putra Malaysia, Serdang, Selangor, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 8 May 2019

Issue publication date: 21 October 2019

688

Abstract

Purpose

This paper aims to examine the influence of religious orientation on viewers’ loyalty, viewers’ satisfaction and perceived content quality; to examine the influences of perceived content quality and viewers’ satisfaction on viewers’ loyalty; and to examine the mediating roles of perceived content quality and viewers’ satisfaction.

Design/methodology/approach

A set of questionnaires was distributed to 750 respondents in Jordan using convenience sampling. The data were analysed using structural equation modelling.

Findings

The following are the findings: religious orientation has a direct positive influence on viewer’s loyalty, viewer’s satisfaction and perceived content quality; perceived content quality has a positive influence on viewer’s satisfaction; viewer’s satisfaction has positive influence on viewer’s loyalty; perceived content quality does not have any direct influence on viewer’s loyalty; perceived content quality has partial mediation role in the relationship between religious orientation and viewer’s satisfaction, while viewer’s satisfaction has full mediation role in the relationship between perceived content quality and viewer’s loyalty.

Originality/value

It is different from the previous studies that mostly focussed on religious commitment and religiosity as the important predictors of customer’s loyalty, and this study emphasised on the influence of religious orientation (the motivational approach of religion) as one of the religious dimensions that can affect customer’s loyalty model. The selected approach may provide additional insights into the existing loyalty models.

Keywords

Citation

Abu-Alhaija, A.S., Raja Yusof, R.N., Hashim, H. and Jaharuddin, N. (2019), "The influence of religious orientation on viewers’ loyalty towards satellite TV channels: The case of Muslim viewers", Journal of Islamic Marketing, Vol. 10 No. 4, pp. 1196-1218. https://doi.org/10.1108/JIMA-01-2018-0008

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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