Conceptualizations and Measurement Issues in Customer Loyalty: A Systematic Literature Review

Rana Muhammad Shahid Yaqub, Fairol Halim


Customer loyalty is amongst the main phenomenon of concern for marketing practitioners and academicians because of its link to organizational survival, development and growth. Loyalty reflects the customer’s sense of belongings or affections with the firm’s employee, product or service. These intentions directly affect the customer-rephrased behaviors, which is resulted into positive word of mouth. This study is based on systematic review of the current body of literature and issues that impede the current research related to customer loyalty domain in the telecom sector. This study also addresses the issues related to the robustness of measurements and conceptualizations in the past and contemporary research findings. For systematic review, Studies has been abstracted from the reputable search engines like Google scholar, Ebscohost, Research Gate and well reputable publishing groups like, Emerald, Elsevier, Science direct, Taylor & Francis. Systematic process was adopted for reviewing the literature of the selected studies. Moreover, Data for review is abstracted from the literature review and results revealed from the past and contemporary studies.

Keywords: Customer Loyalty, Systematic review, Telecom sector.

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