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Gender and customer loyalty : a case of clothing retailing
conference contributionposted on 06.12.2017, 00:00 by Xiaoli Lin
This study aims to discuss the influence that gender has on customer loyalty in the retail settings. Significant gender differences which reveal that females are more loyal than males in the service sector are supported by research done earlier . Previous research in the product retailing context focusing on the case of lightfitting has found that males are more loyal than females which is contrary to the literature . This study investigates a more general product category - clothing to minimize the impact that product characteristics could have on the result. Interestingly, the same result has been achieved which suggests that males are more loyal than females in product retail settings.