Valentyna Melnyk
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Research Interests
Valentyna Melnyk has a total of 2 co-authors. Here are the top co-authors by number of shared publications:
- Stijn M. J. van Osselaer
Rotterdam School of Management Erasmus University Rotterdam The Netherlands
1 shared publication - Tammo H. A. Bijmolt
Department of Marketing, Faculty of Economics and Business, University of Groningen, Groningen, The Netherlands
1 shared publication
Latest Publications
- Open Access
- 1 July 2009
- Published by SAGE Publications in Journal of Marketing
- Vol. 73 (4) , 82-96
Are Women More Loyal Customers than Men? Gender Differences in Loyalty to Firms and Individual Service Providers
Prevailing wisdom assumes that female consumers are more loyal than male consumers. The authors report conditions under which the reverse is found, depending on the object of customer loyalty. For example, whereas female consumers tend to be more loyal than male consumers to individuals, such as individual service providers, this difference is reversed when the object of loyalty is a group of people. The authors find a similar crossover interaction effect for loyalty to individual employees versus loyalty to companies. This effect is mediated by self-construal in terms of relational versus collective interdependence. The authors discuss the managerial and theoretical implications of these gender differences.
- 1 July 2009
- Published by SAGE Publications in Journal of Marketing
- Vol. 73 (4) , 82-96
Open AccessAre Women More Loyal Customers than Men? Gender Differences in Loyalty to Firms and Individual Service Providers
Prevailing wisdom assumes that female consumers are more loyal than male consumers. The authors report conditions under which the reverse is found, depending on the object of customer loyalty. For example, whereas female consumers tend to be more loyal than male consumers to individuals, such as individual service providers, this difference is reversed when the object of loyalty is a group of people. The authors find a similar crossover interaction effect for loyalty to individual employees versus loyalty to companies. This effect is mediated by self-construal in terms of relational versus collective interdependence. The authors discuss the managerial and theoretical implications of these gender differences.