文章基本信息

标题：Personality influences on customer satisfaction
本地全文：下载
作者：Kamran Siddiqui
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：11
页码：4134-4141
DOI：10.5897/AJBM11.1945
语种：English
出版社：Academic Journals
摘要：The purpose of this study was to examine relationships between personality factors and customer satisfaction for services. The study has various distinctive features. Previously there has been no meaningful research on the relationship between personality traits and customer satisfaction variables. Most previous studies were directed towards establishing a relationship between individual personality traits and buying behaviour or to predict sales of expensive items such as automobiles, in which personality was not the only influencing factor. Moreover, almost all of the earlier work on personality traits and consumer decision-making was targeted at the study of products not services. In contrast, the current study was aimed at ‘customer satisfaction’ rather than ‘buying’ behaviour; and building the conceptual framework on services rather than products. Using two services (credit cards services [N=220] and mobile phone services [N=588]), consistent support was found for the effects of personality traits on customer satisfaction patterns among mobile phone and credit card users. The personality factor agreeableness emerged as a single predictor for customer satisfaction for both services. Personality facets modesty, altruism, and trust were consistent in providing major predictive power predicting customer satisfaction for the two services.
关键词：Personality; five-factor model; consumer behaviour; customer satisfaction; services; mobile phones; credit cards