The relationship between customer dissatisfaction and loyalty: An empirical analysis

Abstract

This study identifies the variables that overcome customer dissatisfaction and still manage to encourage repeat purchases in certain brands. Despite its importance, some companies do not prioritize customer service. The study investigates various variables that contribute to customer loyalty despite dissatisfaction. This research adds to the existing body of knowledge and triggers future research in the area of marketing by identifying the factors that encourage customers to make purchases despite poor services. This is one of the first studies of its kind, particularly in the context of the Saudi Arabian automobile market.