The relationship between personality, customer participation, customer value and customer satisfaction in tourism service
Year: 2019
Type: article
Study design: Observational Study
Abstract: This study discusses the effects of the Big Five personality traits, namely extraversion, openness, agreeableness, consciousness, and neuroticism, on customer participation in tourism service. Moreover, it verifies the relationship between customer participation, functional value, emotional value and customer satisfaction. The data analysis employs confirmatory factor analysis (CFA) and structural equation modeling with a total sample of 496 tour participants. The results show the personality traits of extraversion, openness, and agreeableness significantly affect customer participation, while consciousness and neuroticism insignificantly affect customer participation. Customer participation directly affects customer satisfaction. In addition, customer participation has positive effects on functional value and emotional value, and, subsequently, functional value and emotional value affect customer satisfaction.
Authors: Cedric Wu, Ali Mursid
Institutions: National Dong Hwa University, Universitas BPD
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3083257364