8. LIMITATIONS
The perceived limitations of this study are primarily concerned with the geographical constraints.
The study has been conducted in Uttar Pradesh, a major state of India which limits
its genralizability to other countries as cultural and geographical differences create significant
distinctions in the pre-consumption expectations and post-consumption evaluations of the customers.
Also, the study is focused on the loyalty status of life insurance customers which has
resulted in partial coverage of the insurance industry as customer loyalty in general insurance
has not been covered at all.
154 Journal of Competitiveness
Assessment of customer loyalty in this study is based upon the antecedents identified from the
extant literature and authors’ discretion. However, the list of antecedents proposed in this study
does not claim to be comprehensive which means that chances of other culture and industry
specific loyalty predictors’ existence which have not been discussed here are good.