We all have certain qualities that we seek in friends…honesty, integrity and loyalty just to name a few. Did you know that while both men and women can be equally loyal, their loyalties look very different, especially when it comes to demonstrating those loyalties to a company or brand? While men strive to be independent, women often seek a feeling of connectedness. This desire for being connected can be seen in women’s consumer loyalty behaviors.

Research conducted over the past several years shows us that women tend to be more focused on two-way bonds, such as the ones they share with an individual service provider. Further studies have shown that women are more likely than men to be loyal customers to a specific individual over a company or store. For example, women might be extremely loyal to a particular hair stylist rather than to a salon, or to a particular doctor rather than to a clinic or hospital.

This research has great implications for organizations if it leads them to take strategic action. First, if women are your brand’s primary audience, recognize the fact that they are more likely to become loyal customers if they feel a connection with the employees they deal with most closely. Next, create an environment where customer/employee interaction is welcomed. Offer great customer service. Employ genuine “people-persons” in key spots and cultivate a business climate where these employees have long-term visions of staying with your company. Finally, maintain solid relationships with your customers. This way, no matter what happens, you can be confident as to where their loyalties lie!