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The purpose of this paper is to examine gender differences in store loyalty and how those differences evolve with age.

Data for the study were collected in a survey of 32,054 shoppers in more than 50 grocery stores belonging to the same chain. In total, 20 satisfaction items were factor-analysed, resulting in four satisfaction factors. A logistic regression with store exclusivity as the dependent variable was then run to test the research hypotheses.

This study finds that men are more loyal than women to the store chain, while women are more loyal than men to individual stores. Women’s loyalty is more influenced by their satisfaction with interaction with store employees, while for men loyalty is more influenced by satisfaction with impersonal dimensions. Store loyalty increases with age, an effect that cannot be explained solely by declining mobility and cognitive impairment.

This research examines declared behavioural practices rather than actual behaviour. However, in view of the high frequency of purchases in the retail category examined, and also because of the large sample of over 50 different stores, declared practices should be highly correlated with actual behaviour.

Results from satisfaction surveys should be interpreted differently for men and women. Loyalty programmes may want to adapt their approach, to incorporate gender differences into their loyalty reinforcing measures.

This paper should also help to a better understanding of loyalty programs for both men and women, younger and older people.

This is the first demonstration from an in store customer survey that the shopping experience drives store loyalty differently for men and women.

The purpose of this paper is to identify which loyalty programme (LP) benefits are most likely to create consumer gratitude and increase loyalty towards the brand for consumer goods and services loyalty schemes.

French-speaking Quebecer (Canada) members of retail LPs answered an online survey. The S-O-R framework was used to investigate the effects of LP benefits on customer loyalty to the brand through the mediating mechanism of gratitude. Data analysis was performed by means of partial least square structural equation modelling.

Three benefits (entertainment, recognition and social) out of five were identified to significantly enhance customer gratitude towards the brand. Neither monetary nor exploration benefits had a direct effect on gratitude or loyalty. In addition, gratitude was positively and strongly related to loyalty and fully mediated the effects of entertainment and recognition benefits on loyalty. As for social benefits, gratitude complementarily mediated their relationship to loyalty.

The findings are of utmost interest to LP managers. They offer valuable insights to maintain or modify LPs to enhance customer true loyalty. First, they highlight the strategic role of gratitude, which strongly determines customer loyalty. Second, this study's findings indicate which LP benefits should be prioritised to enhance customer gratitude and loyalty.

This research is the first empirical attempt to study the effects of LP perceived benefits on customer gratitude. It addresses the paucity of research on customer gratitude and enhances its importance in retail and relationship literature.