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

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  • Melnyk, Valentyna

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.

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  • Melnyk, Valentyna, 2014. "Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative," Australasian marketing journal, Elsevier, vol. 22(4), pages 335-341.
    • Handle: RePEc:eee:aumajo:v:22:y:2014:i:4:p:335-341
    DOI: 10.1016/j.ausmj.2014.08.013
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    References listed on IDEAS

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    Cited by:

    1. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Büyükdağ, Naci & Soysal, Ayşe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Alex Belli & Anne-Maree O’Rourke & François A. Carrillat & Ljubomir Pupovac & Valentyna Melnyk & Ekaterina Napolova, 2022. "40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 147-173, January.
    4. Banik, Shanta & Gao, Yongqiang & Rabbanee, Fazlul K., 2019. "Status demotion in hierarchical loyalty programs and its effects on switching: Identifying mediators and moderators in the Chinese context," Journal of Business Research, Elsevier, vol. 96(C), pages 125-134.

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