J. Global Business Advancement, Vol. 11, No. 1, 2018 41 Copyright © 2018 Inderscience Enterprises Ltd. Antecedents and consequences of customer loyalty in Qatar Shahid N. Bhuian Aborton Limited, Dental & Medical Instruments Trading, Dhaka, 1216, Bangladesh Email: shahidbhuian@gmail.com Maha Al Balushi College of Economics & Political Science, Sultan Qaboos University, Musca, 123, Oman Email: maha@squ.edu.om Irfan Butt* Faculty of Business Administration, Lakehead University, Thunder Bay, P7B 5E1, Canada Email: ibutt@lakeheadu.ca *Corresponding author Abstract: Drawing insights from the customer value-based theory, the study hypothesises and examines the relationships in the antecedents-customer loyalty-consequences process in a unique context, Qatar. Five divergent and salient antecedents and two important outcomes are incorporated in a single comprehensive study. The antecedents are innovation (a novel one), service quality, trust, satisfaction and switching cost, while the consequences are word- of-mouth communication and repeat purchase. An analysis of a sample of mobile internet subscribers reveals that the five antecedents impact customer loyalty, which, in turn, influences the two outcomes. The study extends customer loyalty theory to a region marked by unique Islamic values and beliefs. Also, the study suggests that in addition to paying attention to a number of traditional drivers of customer loyalty simultaneously, marketers seeking to build and sustain customer loyalty in the Gulf region should also focus on innovation. Implications are discussed. Keywords: customer loyalty; innovation; service quality; trust; word-of-mouth communication; Qatar; Gulf Cooperation Council region. Reference to this paper should be made as follows: Bhuian, S.N., Al Balushi, M. and Butt, I. (2018) ‘Antecedents and consequences of customer loyalty in Qatar’, J. Global Business Advancement, Vol. 11, No. 1, pp.41–63.