Double Jeopardy Patterns in a Middle Eastern Retail Services Setting
Richard A. Heiens
The main aim of the study is to identify whether the Double Jeopardy (DJ) phenomenon is evident in the Kuwait retail services market. Through a survey of 618 consumers of coffee shops in Kuwait, the study finds a positive relationship between customer loyalty and market share in the overall category, as well as within select subcategories of coffee retailers. The findings of this study reveal that the concept of DJ does apply to coffee shops as a whole in the State of Kuwait for the given sample.
Keywords: Double jeopardy, Customer loyalty, Market share, Kuwait
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