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Gender Effects on Loyalty: A Replication in an Emerging Market

Author

Listed:
  • Babah Daouda, Falylath
  • Ingenbleek, Paul T. M.
  • Van Trijp, Hans C. M.

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.

Suggested Citation

  • Babah Daouda, Falylath & Ingenbleek, Paul T. M. & Van Trijp, Hans C. M., 2017. "Gender Effects on Loyalty: A Replication in an Emerging Market," Journal of Marketing Behavior, now publishers, vol. 2(4), pages 299-305, April.
    • Handle: RePEc:now:jnljmb:107.00000038
    DOI: 10.1561/107.00000038
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