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

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...