Gender Effects on Loyalty: A Replication in an Emerging Market

This paper replicates the gender-effect on object of loyalty found byMelnyk et al. (2009), suggesting that females are more loyal towardsindividuals and males are more loyal to groups and organizations. Resultsfrom Benin (West Africa) support this but find that the results mostlypertain to informal sectors of the economy. Survey results from malerespondents also confirm earlier theory, but results show that females areequally loyal to organizations and individuals, suggesting that Beninesewomen don’t distinguish between an organization and its employees