Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter? (original) (raw)
Related papers
Marketing scholars recognize the importance of personality traits in predicting consumer behavior; however, to date, no attempt has been made to understand the impacts of personality on consumers' perceptions of relationship investment and the process of building loyalty in the context of retailing. The present research extends theories of consumer personality traits to explore the effects of personality traits on perceived relationship investment, relationship quality, and customer loyalty. We obtained data using a questionnaire distributed to 220 consumers of retail apparel stores. We used partial least squares structural equation modeling (PLS-SEM) to estimate the research model. The results show that product category involvement and relationship proneness impact perceived relationship investment, which, in turn, affects satisfaction. Satisfaction contributes to consumer trust and commitment, which, in turn, affect behavioral loyalty. This research has both theoretical and practical implications since it sheds light on the factors that contribute to loyalty. These findings are expected to help retail marketers develop strategies to increase product involvement and relationship proneness to improve consumers' perceptions of relationship investment and the quality of the relationship, leading to the development of loyalty. This study provides new insight into the retail literature by introducing a novel role of personality traits in the formation of customer loyalty.
Personality factors as predictors of online consumer engagement: an empirical investigation
Marketing Intelligence & Planning, 2018
Purpose The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context. This study also examines the effect of CE on consumers’ ensuing purchase intention. Design/methodology/approach Using a survey incorporating the Big Five model of personality, 390 responses were collected from students who were members of at least one Facebook-based OBC. Structural equation modeling was used to analyze the data. Findings The results reveal that extraversion represents the strongest driver of CE in OBCs, followed by openness to experience, neuroticism and agreeableness. Conscientiousness was found to be negatively related to CE. The findings also indicate a positive association between CE and purchase intention. Practical implications This paper highlights the ways in which marketers can capitalize on consumer personality traits and develop corresponding strategies that will not onl...
Sustainability, 2023
Personality characteristics influence individuals' perceptions, evaluations, and behaviors toward external stimuli. This study aims to investigate the influence of the extroversionintroversion personality characteristics of hospitality customers on the amount of value they attached to the different service quality dimensions. The influence of customers' personality characteristics on the amount of value attached to the different service quality dimensions has not been previously studied by researchers. The data were obtained from 508 Turkish tourists staying at five-star hotels in holiday resorts located on the Aegean coast of Turkey. Partial least-squares structural equation modelling (PLS-SEM) was used to analyze the data. At the measurement model stage, the scales were subjected to reliability and validity tests. It was seen that all the variables in the measurement model met the reliability and validity criteria. The structural model and the hypotheses were tested to examine the relationships between the latent variables. The results show that while introvert customers tend to attach more value to the tangibles dimension of service quality, extrovert customers tend to attach more value to the empathy dimension of service quality.
Relationship marketing in A B2C context: The moderating role of personality traits
Journal of Retailing and Consumer Services, 2010
More and more, retailers are investing in relationship building as a strategy for enhancing customer retention in the business-to-customer (B2C) context. However, some marketing scholars have expressed concern over the usefulness of relationship marketing under certain conditions. As such, this study investigates the moderating role of personality traits on the relationship between satisfaction-driven relationship quality and behavioral loyalty. Based on a sample of 158 retail shoppers, we find that customers' overall satisfaction with the retailer leads to quality customer-firm relationships and ultimately, behavioral loyalty to the retailer. We also found that the impact of relationship quality on behavioral loyalty depends on the consumer's personality traits, i.e., consumer innovativeness, variety seeking, and relationship proneness. These findings extend the extant relationship literature by showing that the value of relationship marketing is not universal, thereby refining our understanding of the relationship between customer behavior and relationship marketing. Implications for academics and managers are discussed.
Determine the Role of Customer Engagement on Relationship Quality and Relationship Performance
This conceptual paper aims to investigating the potential effect of relationship market orientation upon buyer-seller relationship with particular emphases on customer engagement, relationship quality, and relationship performance. Engagement is a central concept in the social psychology/exchange literature. Customer engagement explains how social relationships initiate, endure and develop. The literature on buyer-seller relationships has been inspired by social psychology/exchange, adopting concepts such as trust and commitment, but overlooking the concept of customer engagement. In this study we propose a conceptual perspective on customer engagement that is based on the principle of social exchange. We demonstrate the relevance of customer engagement by linking it to relationship quality and relationship performance. More specifically, it is argued that the outcome of relationship quality from a lack of customer engagement by moderating effects of relationship involvement. Purpos...
Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm
Journal of Business Research, 2020
Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE's impact on the focal customer (e.g. by cultivating his/her brand attachment/loyalty), much less remains known regarding CE's effects on other actors, particularly on multiple actors simultaneously. Based on the premise that differing actors tend to have different goals/interests, as advanced in stakeholder theory, we deduce that positive/negative CE can yield differing perceived valuebased effects across actors. To address this issue, we examine the particular case of positive/negative CE's value-creating/eroding effects as perceived by the actors of fellow customers and the firm, which we classify in a multi-actor typological framework. After introducing and discussing the typology, we conclude by outlining key implications that arise from this research, limitations, and avenues for further research on CE's multi-actor effects.
Journal of Retailing and Consumer Services, 2006
The relationship between aspects of consumers' personalities and their perception of relational benefits, satisfaction with, and active or passive loyalty toward the provision of a service (hair styling) are investigated by means of an empirical study of 800 Spanish consumers. The psychological traits examined are need for social affiliation, consumer relationship proneness and need for variety. Using partial least squares analysis (PLS), the results indicate that the perception of relational benefits leads to a higher satisfaction and passive loyalty. Need for social affiliation is a strong determinant of relational benefits, active loyalty and consumer relationship proneness. This latter trait influences the perception of relational benefits along with passive loyalty. Need for variety has a direct negative influence on consumer relationship proneness. r
2018
The aim of this research is to add to the growing empirical research around customer engagement and examine if motivational drivers mediate the relationship between personality traits and the online customer engagement behaviours (OCEB); sharing, learning and endorsing. The research was undertaken using an online survey with 401 respondents who interacted with brands online using social media sites; Facebook, Twitter and Instagram. The study provides evidence that the antecedents to online customer engagement behaviour not only interact but that together personality traits and motivational drivers impact specific types of OCEB. These findings help to deepen the understanding of what influences customers to take part in specific OCEBs, and can be used by managers who are seeking to develop programs to strategically influence online customer engagement, to better understand these customers. .