The influence of atmosphere on customer loyalty in Islamic traditional markets: an exploratory qualitative approach

The purpose of this paper is to understand customer loyalty in Islamic markets. As part of this research, the authors have analyzed the atmosphere by integrating both the physical and social aspects of market. The emphasis is on how the market environment affects customers’ shopping experience and loyalty. Using qualitative methods, this study has been conducted to gain a better understanding of consumer loyalty in Islamic markets. In all, 24 interviews have been conducted with the souk consumers, achieving theoretical saturation with this sample size. According to the results of this study, the atmosphere of the Islamic market is a determining variable in a shopper’s experience. The interviews highlight the different elements of the atmosphere and their impact on customer satisfaction with this point of sale during the shopping experience. To increase a welcoming environment for Islamic market consumers, it is essential to focus on the layout, lighting, cultural decorations, signage and cleanliness. By focusing on these characteristics, the market can become more attractive and welcoming, resulting to increased customer loyalty. To keep the Souk’s social function, management could organize cultural and community activities to encourage consumer interaction and promote the market as a meeting place. To the best of the authors’ knowledge, this study is the first to examine consumer behavior in an organized form of traditional commerce, particularly the influence of the atmosphere of the Islamic market on customer loyalty. This study reveals that the souk’s ambiance has a significant impact on the shopping experience.