30 June 2010 - 11:55am | posted by | 0 comments

Are women more loyal customers than men?

Are women more loyal customers than men?Are women more loyal customers than men?

The retention of customers and the creation of customer loyalty is a huge driver of profits. If an organisation were able to increase customer retention by just 1%, such an improvement would have a significant impact on profitability.

But what are the underlying factors of loyalty? Significant research has been conducted over the years on this very subject, and at a basic human level we’re often told that in personal relationships ‘women are more loyal than men’. At a psychological level we’re also told that women are more interdependent as people whereas men are considered to be more independent. Both of these theories would lead us to believe that, generally speaking, women are more loyal than men. There is another theory though, which states that everyone, regardless of gender, has a strong need to belong. But what they need to belong to is different. Women, we find, are interdependent with individuals, and men with groups.

This article by Stijn van Osselaer, Valentyna Melnyk & Tammo H. A. Bijmolt discusses the what drives customer loyalty in men versus women. The questions we posed were: Are men less loyal generally as customers? Or, if women are more loyal to individuals - for example, to individual sales people and service providers - then are men more loyal to groups and group-like entities such as retail chains?

To continue reading Subscribe Now

Want to read this article?

Try The Drum online subscription FREE for one month.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...