The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers
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 co...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/82522/ http://psasir.upm.edu.my/id/eprint/82522/1/The%20in%EF%AC%82uence%20of%20religious%20orientation%20on%20viewers%E2%80%99%20loyalty%20towards%20satellite%20TV%20channels%20the%20case%20of%20Muslim%20viewers.pdf |
| _version_ | 1848859298532163584 |
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| author | Abu-Alhaija, Ahmad Saifalddin Raja Yusof, Raja Nerina Hashim, Haslinda Jaharuddin, Norsiah |
| author_facet | Abu-Alhaija, Ahmad Saifalddin Raja Yusof, Raja Nerina Hashim, Haslinda Jaharuddin, Norsiah |
| author_sort | Abu-Alhaija, Ahmad Saifalddin |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T12:27:07Z |
| format | Article |
| id | upm-82522 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T12:27:07Z |
| publishDate | 2019 |
| publisher | Emerald Publishing |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-825222021-08-07T10:22:28Z http://psasir.upm.edu.my/id/eprint/82522/ The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers Abu-Alhaija, Ahmad Saifalddin Raja Yusof, Raja Nerina Hashim, Haslinda Jaharuddin, Norsiah 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. Emerald Publishing 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/82522/1/The%20in%EF%AC%82uence%20of%20religious%20orientation%20on%20viewers%E2%80%99%20loyalty%20towards%20satellite%20TV%20channels%20the%20case%20of%20Muslim%20viewers.pdf Abu-Alhaija, Ahmad Saifalddin and Raja Yusof, Raja Nerina and Hashim, Haslinda and Jaharuddin, Norsiah (2019) The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers. Journal of Islamic Marketing, 10 (4). pp. 1196-1218. ISSN 1759-0833; ESSN: 1759-0841 https://www.emerald.com/insight/content/doi/10.1108/JIMA-01-2018-0008/full/html 10.1108/JIMA-01-2018-0008 |
| spellingShingle | Abu-Alhaija, Ahmad Saifalddin Raja Yusof, Raja Nerina Hashim, Haslinda Jaharuddin, Norsiah The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers |
| title | The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers |
| title_full | The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers |
| title_fullStr | The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers |
| title_full_unstemmed | The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers |
| title_short | The influence of religious orientation on viewers’ loyalty towards satellite TV channels the case of Muslim viewers |
| title_sort | influence of religious orientation on viewers’ loyalty towards satellite tv channels the case of muslim viewers |
| url | http://psasir.upm.edu.my/id/eprint/82522/ http://psasir.upm.edu.my/id/eprint/82522/ http://psasir.upm.edu.my/id/eprint/82522/ http://psasir.upm.edu.my/id/eprint/82522/1/The%20in%EF%AC%82uence%20of%20religious%20orientation%20on%20viewers%E2%80%99%20loyalty%20towards%20satellite%20TV%20channels%20the%20case%20of%20Muslim%20viewers.pdf |