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The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services

Mayo 2020, Vol. 24 nº 2

Trevor Alexander Smith

Purpose – The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand considering the fierce competition and the fast industry growth.

Design/methodology/approach – The study used a cross-sectional design and a survey of mobile service customers. For the empirical analysis, the structural equationmodelswere applied (partial least squares).

Findings – The results suggest that customers who are agreeable, neurotic and open to new experience are more likely to be satisfied with mobile services than other personality types. In addition, the satisfactionloyalty link is fully mediated by attitude-to-brand. Hence, satisfaction is not a direct driver of loyalty in the mobile services business and loyalty is achieved when service providers simultaneously focussed on the customers’ satisfaction and their attitudes towards brands.

Practical implications – The study identified the personality trait drivers of customer satisfaction and the path to customer loyalty in the mobile services sector. With this information, mobile service providers should be better able to target and retain customers.

Originality/value – The study offers new insights into customer behaviour by using personality traits to identify requirements for achieving customer satisfaction, customer loyalty and attitude-to-brand.

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