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Does customer sex influence the relationship between perceived quality and share of wallet?


  • Babakus, Emin
  • Yavas, Ugur


This study examines the within and between sex differences on the relative importances of merchandise quality and interaction quality as drivers of behavioral loyalty (share of wallet). A sample of customers of a national retail chain serves as the study setting. The results indicate that for female customers, interaction quality and merchandise quality have equally strong total influence on share of wallet. For male customers, the total effect of merchandise quality on share of wallet is significantly stronger than the total effect of interaction quality. Across sex comparisons reveal that the total effect of interaction quality on share of wallet is stronger for female customers. However, merchandise quality exerts a stronger total influence on share of wallet for male customers. Implications of the results are discussed and avenues for future research are offered.

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  • Babakus, Emin & Yavas, Ugur, 2008. "Does customer sex influence the relationship between perceived quality and share of wallet?," Journal of Business Research, Elsevier, vol. 61(9), pages 974-981, September.
  • Handle: RePEc:eee:jbrese:v:61:y:2008:i:9:p:974-981

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    References listed on IDEAS

    1. Gabbott, Mark & Hogg, Gillian, 1999. "Consumer Involvement in Services: A Replication and Extension," Journal of Business Research, Elsevier, vol. 46(2), pages 159-166, October.
    2. Phillip, Marissa V. & Suri, Rajneesh, 2004. "Impact of Gender Differences on the Evaluation of Promotional Emails," Journal of Advertising Research, Cambridge University Press, vol. 44(04), pages 360-368, December.
    3. Odin, Yorick & Odin, Nathalie & Valette-Florence, Pierre, 2001. "Conceptual and operational aspects of brand loyalty: an empirical investigation," Journal of Business Research, Elsevier, vol. 53(2), pages 75-84, August.
    4. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
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