The purpose of this study was to examine relationships between personality factors and consumer behaviour variables for services. .The study has various distinctive features. Previously there has been no meaningful research on the relationship between personality traits and consumer behaviour 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 decisionmaking, was targeted at the study of products not services. In contrast, the current study was aimed at 'usage' behaviour rather than 'buying' behaviour; and building the conceptual framework on services rather than products. Using two studies (N=120 and N = 987), consistent support was found for the effects of personality traits on customer loyalty, satisfaction and switching patterns among mobile phone and credit card users. The personality factor Agreeableness emerged as a single predictor for Customer Loyalty and Customer Satisfaction for both senrices. Openness to Experience was observed as a single predictor of customer switching. Personality facets Modesty, Altruism, and Trust were consistent in providing major predictive power predicting customer satisfaction for different services and in different studies. Similarly the personality facets Altruism, and Trust were consistent in predicting customer Loyalty for two different services and in two different studies. Customer switching was well predicted by the personality facet Values in addition to other facets. It was also understood that under different market conditions different consumer behavior variables might be predicted by different personality facets but major predictive power was found among the facets mentioned above. A number of factors suggest that these results generalizable globally but they were subject to a number of limitations, and hence further research is warranted.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:491159 |
| Date | January 2008 |
| Creators | Siddiqui, Kamran |
| Publisher | University of Manchester |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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