Prevailing wisdom assumes that female consumers are more loyal than male consumers. The authors report conditions under which the reverse is found, depending on the object of customer loyalty. For example, whereas female consumers tend to be more loyal than male consumers to individuals, such as individual service providers, this difference is reversed when the object of loyalty is a group of people. The authors find a similar crossover interaction effect for loyalty to individual employees versus loyalty to companies. This effect is mediated by self-construal in terms of relational versus collective interdependence. The authors discuss the managerial and theoretical implications of these gender differences.

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ERIM Top-Core Articles
Journal of Marketing
Erasmus Research Institute of Management

Melnyk, V., van Osselaer, S., & Bijmolt, T. (2009). Are Women More Loyal Customers than Men? Gender Differences in Consumer Loyalty to Firms and Individual Service Providers. Journal of Marketing, 73, 82–96. Retrieved from