Qatar Services Marketing and Customer Relationship Under Political Blockade by Saudi Arabia, United Arab Emirates, Bahrain and Egypt

Contemporary businesses face multiple challenges in attracting and retaining customers, particularly in the service industry, due to geopolitical events such as the Qatar blockade, the Russia-Ukraine war, and economic downturns. In particular, the Qatar blockade had various implications for businesses due to the severance of transportation routes, closure of borders and severance of economic ties, prompting businesses to take drastic measures to counter the effects of the blockade to attract customers, boost customer satisfaction, and enhance consumer loyalty and trust. Therefore, this study investigates Qatar's services marketing and customer relations amid the continuous political blockade imposed by Saudi Arabia, Bahrain, and the United Arab Emirates. It also aims to explore Qatar's attempt to continue to pursue its services marketing and customer relationship amidst its current political and economic situation. This study is informed by the fact that human beings are rational thinkers who make rational decisions to cushion themselves from disadvantaging environments. It also follows from other theories, such as the game theory and resource-based view, to understand the blockade's impact and solutions taken by services industries. The study uses interpretive research philosophy to collect qualitative data through qualitative interviews from purposefully sampled seven senior managers and CEOs of seven study services companies in Saudi Arabia based on the aviation industry, healthcare, private sector, banking sector, oil and gas, and insurance market. Data analysis is done through thematic analysis, and their presentation follows verbatim. The study findings indicate drastic measures that service industries took to retain and attract customers, includingdiversification, effective communication, risk assessment, employee training, operational adjustments, marketing adjustments, pricing, and promotions strategies. All these form part of the response plan that businesses could undertake in the face of similar events (economic blockade).