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A paper recently published in the Journal of Marketing reassesses the conventional wisdom that women are more loyal customers than men. In fact, the study finds, women are more loyal than men to individual service providers, like hairdressers. But men exhibit more loyalty to groups and companies, like barbershops. In one study, for example, men were twice as loyal as women to their hospitals -- meaning they rated themselves more likely to recommend the hospital than the doctor to a friend, and said they would stick with the hospital if the doctor left. [ABSTRACT FROM PUBLISHER]