Interesting Results
Women are Loyal to Individuals; Men are Loyal to Groups
Some 2009 research summarising a series of studies related to loyalty showed that women tend to be loyal to individuals whereas men tend to be loyal to groups1. The results suggest that women are at greater risk of defecting if a particular employee (e.g., sales person, account executive) or service provider (e.g., hairdresser) leaves an organisation since their loyalty is more likely to be to that person whereas the loyalty of male customers or clients is more likely to be to the company or service establishment.
1 Melnyk, Valentyna, Stijn M.J. van Osselaer, and Tammo H.A. Bijmolt (2009), “Are Women More Loyal Customers Than Men? Gender Differences in Loyalty to Firms and Individual Service Providers”, Journal of Marketing, 73(4), 82-96.