Does religiosity impact customer loyalty?—An exploratory research in China

As an important cultural factor, individual religious belief how to impact his/her psychology and behavior need more attention and researches, especially in such a complicated religious context of China. Based on related literatures and Chinese conditions, an exploratory research about the relationship between Chinese religiosity and their customer loyalty was carried out. At first the new theory of consumer religiosity including its definition, content and measurement was introduced and reviewed. Then a new scale to measure Chinese religiosity is established. With statistical analysis and survey data, the significant relationship between religiosity and customer loyalty was found and shown to be positive. This contributes a lot to the academic area of religion and consumer behavior, as well as corporates' loyalty programs and customer retention.