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Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 26 No. 2 (2024) · pp. 141–164

DOI
10.22146/gamaijb.73821
ISSN
2338-7238, 1411-1128
Published
2024-05-02
Publisher
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Evidence from the literature reveals that customer loyalty research is growing and is becoming more widely integrated into related disciplines. This study evaluates the role of sales representatives’ cultural intelligence (CI) in the behavioral loyalty (BL) of customers of SMEs in Nigeria, through the mechanism of customer involvement (CuI). Two sets of questionnaires were administered directly to the sales representatives, and indirectly to the customers, via the sales representatives. Three hundred and fifty copies of the sales representatives’ questionnaire were administered, based on the population of 65 manufacturing SMEs and an average of 5.4 copies per SME, while 384 copies of the customers’ questionnaire were sent to the unknown pool of customers. Data were col- lected from the two sets of respondents, which were analyzed through a variance-based structural equation modeling using Smart-PLS software. The results reveal a positive and significant relationship between cultural intelligence and behavioral loyalty, while the in- direct relationship reveals customer involvement does strongly mediate the relationship between the antecedent and the outcome. The findings imply that behavioral loyalty is engendered when sales representatives possess high cultural intelligence, and customers are strategically involved through consultations and product co-creation.

Keywords

Collaboration network of the authors

13 authors · 23 co-authorship links · 8 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universiti Sains Malaysia
  • Daffodil International University
  • University of Jos
  • Universiti of Malaysia Sabah
  • Intel (Malaysia)
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Aizzat Mohd. NasurdinUniversiti Sains Malaysia3
Md. Shohel ArmanDaffodil International University1
Rozina AkterDaffodil International University1
Imran MahmudDaffodil International University1
Magdalene Ang Chooi HwaUniversiti of Malaysia Sabah1
S. C. KumaresanIntel (Malaysia)1
Mohd Nasser Mohd NoorUniversiti Sains Malaysia1
Quah Boon SinAffiliation unknown1
Muhamad JantanUniversiti Sains Malaysia1
Wong Wai PengUniversiti Sains Malaysia1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, first harvested 28 Okt 2026, last seen 28 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria</dc:title>
	<dc:creator>Vem, Linus Jonathan</dc:creator>
	<dc:creator>Eshue, Patrick Ojei</dc:creator>
	<dc:creator>Ramayah, Thurasamy</dc:creator>
	<dc:subject xml:lang="en-US">Business Management, Marketing, Social Psychology</dc:subject>
	<dc:subject xml:lang="en-US">cultural intelligence, customer involvement, behavioral loyalty</dc:subject>
	<dc:subject xml:lang="en-US">M5, M310, M140</dc:subject>
	<dc:description xml:lang="en-US">Evidence from the literature reveals that customer loyalty research is growing and is becoming more widely integrated into related disciplines. This study evaluates the role of sales representatives’ cultural intelligence (CI) in the behavioral loyalty (BL) of customers of SMEs in Nigeria, through the mechanism of customer involvement (CuI). Two sets of questionnaires were administered directly to the sales representatives, and indirectly to the customers, via the sales representatives. Three hundred and fifty copies of the sales representatives’ questionnaire were administered, based on the population of 65 manufacturing SMEs and an average of 5.4 copies per SME, while 384 copies of the customers’ questionnaire were sent to the unknown pool of customers. Data were col- lected from the two sets of respondents, which were analyzed through a variance-based structural equation modeling using Smart-PLS software. The results reveal a positive and significant relationship between cultural intelligence and behavioral loyalty, while the in- direct relationship reveals customer involvement does strongly mediate the relationship between the antecedent and the outcome. The findings imply that behavioral loyalty is engendered when sales representatives possess high cultural intelligence, and customers are strategically involved through consultations and product co-creation.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2024-05-02</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/73821</dc:identifier>
	<dc:identifier>10.22146/gamaijb.73821</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 26, No 2 (2024): May-August; 141-164</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/73821/39119</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Gadjah Mada International Journal of Business</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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