Personality Influences Customer Switching
Year: 2011
Type: preprint
Study design: Observational Study
Abstract: The purpose of this study was to examine relationships between personality factors and customer switching for services. The study has various distinctive features. Previously there has been no meaningful research on the relationship between personality traits and customer switching 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 switching 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 switching patterns among mobile phone and credit card users. The personality factor Openness to Experience emerged as a single predictor for Customer Switching for both services. Personality facets Artistic Interests and Achievement Striving were consistent in providing major predictive power predicting customer switching for the two services. 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.
Source: SSRN Electronic Journal
Author: Kamran Ahmed Siddiqui
Institution: Imam Abdulrahman Bin Faisal University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W149948412