Browsing by Author "van Osselaer, Stijin M.J."
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Are women more loyal customers than men? Gender differences in loyalty to Firms and individual service providers.
Melnyk, Valentyna; van Osselaer, Stijin M.J.; Bijmolt, Tammo H.A. (American Marketing Association, 2009)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 ...
Co-authors for Stijin M.J. van Osselaer
Stijin M.J. van Osselaer has 2 co-authors in Research Commons.