Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative

Valentyna Melnyk

Australasian marketing journal, 2014, vol. 22, issue 4, 335-341

Abstract: Assessing customer's vulnerability to competitive offers and separating loyalty owned by employees versus company-owned loyalty are strategically important for a firm's survival. This paper investigates gender differences in the willingness to forego a more attractive alternative to stay loyal to a particular organisation or employee. Across three experimental studies the results suggest that female and male consumers are willing to forego a more attractive alternative, yet for different objects of loyalty. Whereas females tend to be loyal to individual employees; males concentrate their loyalty at the level of organisations. The paper concludes with several strategic implications for marketing managers with respect to strategic recourse allocation and relationship marketing.

Keywords: Loyalty; Employee-owned loyalty; Company-owned loyalty; Switching; Gender differences (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:22:y:2014:i:4:p:335-341

DOI: 10.1016/j.ausmj.2014.08.013

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