Gender Effects on Loyalty: A Replication in an Emerging Market

Falylath Babah Daouda, Paul T. M. Ingenbleek and Hans C. M. Van Trijp

Journal of Marketing Behavior, 2017, vol. 2, issue 4, 299-305

Abstract: This paper replicates the gender-effect on object of loyalty found by Melnyk et al. (2009), suggesting that females are more loyal towards individuals and males are more loyal to groups and organizations. Results from Benin (West Africa) support this but find that the results mostly pertain to informal sectors of the economy. Survey results from male respondents also confirm earlier theory, but results show that females are equally loyal to organizations and individuals, suggesting that Beninese women don't distinguish between an organization and its employees.

Keywords: Gender-effect; Loyalty; Emerging markets; Informal economy; Customer relationship management (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1561/107.00000038 (application/xml)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:now:jnljmb:107.00000038

Access Statistics for this article

More articles in Journal of Marketing Behavior from now publishers
Bibliographic data for series maintained by Lucy Wiseman ().