Impact of Culture on Customer Loyalty: A Gender Based Comparison in Higher Education Institutions of Islamabad Pakistan Nouman Malik * and Muhammad Ismail Ramay † Abstract The present study depicts the importance of customer loyalty in education sector. The objective of current research is to investigate the impact of cultural values power distance, masculinity, uncertainty avoidance, long term orientation and collectivism on customer loyalty. Moreover, it investigates the relationship across female and male respondents for multi-group analysis based on gender. Data is collected from 842 respondents from seventeen public and private universities in Islamabad Pakistan. For reliability and validity of constructs composite reliability and Cronbach’s Alpha is used. PLS- SEM technique was used in the study for proposed model estimation. The results show that cultural values power distance, uncertainty avoidance, long term orientation and collectivism positively impact customer (student) loyalty. However, masculinity does not impact customer (student) loyalty. Moreover, female and male students found indifferent toward relationships from cultural values uncertainty avoidance and long term orientation to loyalty, whereas, they are similar on the relationship from power distance, masculinity, and collectivism to loyalty. Future research may be conducted by finding the impact of culture on the antecedents of customer loyalty across different sectors. Keywords: Customer Loyalty, Culture, Power Distance, Masculinity, Uncertainty Avoidance, Long term Orientation, and Collectivism. Introduction Marketing is a vast term and it encompasses a wide range of notions like consumer behavior, pricing, purchasing, sales management, product management, distribution channels, research, packaging, retailing and wholesaling (Hunt, 1976). In today’s business world, most of the firms all across the globe are focusing on creating and maintaining customer loyalty. Customer loyalty is ascertained by managers’ recognition. In the * Nouman Malik, Ph.D Scholar Department of Management Sciences, Bahria University, Islamabad, Pakistan. Email: nouman_kamboh@yahoo.com † Dr. Muhammad Ismail Ramay, Professor in Department of Management Sciences, Bahria University Islamabad, Pakistan.