Does Consumer Gender Influence The Relationship Between Consumer Loyalty And Its Antecedents?

Abstract

A retailer can improve consumer loyalty to a store by identifying and implementing a suitable marketing strategy, which must start with proper understanding of the factors that influence shoppers’ choice behavior. Several empirical studies on buying behavior have pointed out that customer demographics may be related to store loyalty. Regarding gender, even if this variable is often perceived as a main predictor of differential outcomes in social psychology literature, it is not yet clear how these differences impact customer loyalty and the relationship between consumer loyalty and its antecedents. The findings of this study demonstrate that women are more loyal to store than men. In addition to this, it can be noted that gender does not moderate any of the relationships between loyalty and its antecedents.