The impact of gender and age on customer loyalty: A quantitative study of Swedish customers’ experiences of a loyalty program
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The impact of gender and age on customer loyalty –
a quantitative study of Swedish customers’ experiences of a loyalty program
Sara Follin & Viktoria Fransson
Building customer relationships could be done by using loyalty programs; programs which involves activities for enhancing customer loyalty (Ou, Shih, Chen & Wang, 2011). To use loyalty programs as relationship marketing tactics has become popular and it is frequently used in the grocery retailing industry (Noble & Phillips, 2004). Customer loyalty differences might be influenced by customers’ gender and age (Kuruvilla, Joshi & Shah, 2009; Patterson, 2007). It is expected that females tend to be more loyal than males, and that older customers tend to be more loyal than younger generations (Patterson, 2007; Ndubisi, 2007).
The purpose of this study is to describe the impact of gender and age on customer loyalty in the grocery retailing industry.
Theory & Concepts
Relationship marketing, Loyalty program, Customer loyalty, Gender differences in customer loyalty, Age differences in customer loyalty
This is a descriptive study with a quantitative and deductive research approach. The research strategy was survey, and data was collected from 216 respondents through a questionnaire. Data was collected around the loyalty program Willys+, which formed the sample of this study.
Customers’ gender could be one variable influencing and impacting customer loyalty, however age is not. Gender impacting customer loyalty, could be explained by potential differences in how females and males choose to shop in store as well as by the fact that the majority of the members in the loyalty program were females. Loyalty among customers belonging to different age group did not have any significant differences.
Place, publisher, year, edition, pages
2013. , 105 p.
Relationship marketing, Loyalty program, Customer loyalty, Gender, Age
IdentifiersURN: urn:nbn:se:lnu:diva-28596OAI: oai:DiVA.org:lnu-28596DiVA: diva2:644341
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
Zineldin, Mosad, Professor
Devine, Åsa, Lektor