Effect of Gender on Customer Loyalty

Abstract

Theoretical Framework: Research results this part big in accordance with hope theoretical writer. However, research more carry on needed for expand findings this kindly special, though importance loyalty business, instrument measurement construct Not yet develop in literature marketing. Method: Research data collected through survey bank customers in Indonesia. technique Smart PLS analysis was used for estimate effect deep gender moderation connection loyalty customer. Results and Conclusion: The results of the study found that the influence of the basics of relational marketing (trust, commitment and communication) has an effect on customer loyalty. The results of this study also show that gender as moderation is able to moderate trust in customer loyalty. However, commitment and communication towards customer loyalty cannot be moderated by gender. This Study has shown that measuring the “foundations” of relationships marketing can predict loyalty customers, at least in the sector Indonesian banking. Research Implications: This study uncovers and measures customer loyalty using relational marketing theory and the role of gender as moderation. Originality/Value: This research adds value by presenting new evidence from the Indonesian state that aims to maintain loyal customers must pay close attention to issues of trust, commitment and communication with gender playing a moderating role. In particular, despite the low level of business loyalty, construction measurement instruments are underdeveloped in the marketing literature.