Relationship marketing in A B2C context: The moderating role of personality traits

Adjei, Mavis; Clark, Melissa

doi:10.1016/j.jretconser.2009.10.001

Cited by 78 publications

(73 citation statements)

References 43 publications

(69 reference statements)

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“…DSI has been studied primarily in the context of new technologies such as tourism websites (San Martín & Herrero, 2012) and biometric systems for travel insurance purchases (Morosan, 2012). However, DSI has rarely been examined in relation to future behavioral intentions, and few works focus on satisfaction (Cowart, Fox, & Wilson, 2008;Korelo, Prado, & da Silva, 2010) and loyalty (Adjei & Clark, 2010).…”

Section: Introductionmentioning

confidence: 99%

Tourists' perceived value and destination revisit intentions: The moderating effect of domain‐specific innovativeness

Santini

Ladeira

Sampaio

2018

Journal of Tourism Research

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This paper examines the moderating effect of domain‐specific innovativeness and the relationship between perceived value (utilitarian/hedonic) and the intention to revisit destinations. The results show that perceived value has a direct effect on destination revisit intentions, whereas utilitarian perceptions (γ = .330, p < .001) are found to have a stronger effect than hedonic perceptions (γ = .204, p < .001). The moderator variable has a significant and positive effect on the relationship between perceived hedonic value and intentions to revisit destinations. By contrast, domain‐specific innovativeness negatively moderates the relationship between perceived utility value and destination revisit intentions.

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Section: Introductionmentioning

confidence: 99%

Tourists' perceived value and destination revisit intentions: The moderating effect of domain‐specific innovativeness

Santini

Ladeira

Sampaio

2018

Journal of Tourism Research

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“…According to this most widely used nomenclature, the five dimensions of personality are termed as extraversion (sociability), agreeableness (acceptance and tolerance), neuroticism (anxiety and emotional instability), conscientiousness (achievement and decisiveness) and openness (flexibility). The present study, as opposed to the studies by Adjei and Clark (2010), Odekerken-Schroder et al (2003) and Vasquez-Carrasco and Foxall (2006) utilizes the "Big Five" personality framework for identifying the customer personality type. Similar to Odekerken-Schroder et al (2003) the current study takes the stand that CRP is a manifestation of customer's personality and not a personality trait in itself.…”

Section: Literature Survey and Hypotheses Development 21 Personalitymentioning

confidence: 91%

“…It can therefore be argued that by having targeted RM strategies (Palmatier et al, 2006;Rajaobelina et al, 2013) that are tailor-made to the customer personality type, service providers can save a lot of time and effort and get more returns on their investments. Prior studies (Adjei and Clark, 2010;Odekerken-Schroder et al, 2003;Vasquez-Carrasco and Foxall, 2006) on the influence of customer personality have identified different personality traits to examine consumer behavior. These studies have focused on the influence of personality trait on outcome variables such as relationship quality, customer satisfaction and customer's perception about service provider.…”

Section: Literature Survey and Hypotheses Development 21 Personalitymentioning

confidence: 99%

“…However, barring a few exceptions (Adjei and Clark, 2010;Odekerken-Schroder et al, 2003;Vasquez-Carrasco and Foxall, 2006), the importance of customer personality and customer relationship proneness (CRP) in influencing CS with the firm has not been addressed by marketing scholars. Moreover, such associations have been studied in the context of developed countries and there is absence of such studies in emerging economies like India.…”

Section: Introductionmentioning

confidence: 99%

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Customer personality and relationship satisfaction

Mishra

Vaithianathan

2015

International Journal of Bank Marketing

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Purpose -The purpose of this paper is to examine the influence of customer personality and customer relationship proneness (CRP) on customer's relationship satisfaction (CS) with the firm in emerging economies context. In the study, the authors state that the relationship proneness of the customer (CRP) would be influenced by personality trait of the customer. To examine the argument on personality trait, the authors have adopted Big Five personality trait theory in this study. The authors also argue that CRP would influence CS. Furthermore the authors put forth that customer's perception of marketer's relationship orientation (RMO) would mediate the relationship between CRP and CS. Design/methodology/approach -Data for the study were collected through structured questionnaire. A sample of 428 respondents was obtained through questionnaire survey (response rate 41.19 percent) and the hypotheses depicting the aforementioned relationships were empirically tested in the context of banking services in India. Structural equation modeling (SEM) technique was used for data analysis. Findings -The results confirm that personality traits influences CRP. Further, customer's perception of RMO is found to have a mediating effect.Research limitations/implications -The study utilizes cross-sectional data, so the results of the study might vary depending upon the context (country/sector). Practical implications -The outcomes of the study can be utilized by the marketers, particularly in the emerging economies like India for formulating targeted strategies in accordance with the personality type of the customers. Originality/value -The relationship between CRP, personality traits and CS of the customer using Big Five personality theory has been empirically analysed in the context of an emerging economy.

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“…It emphasized bonds with structure, management, or systematic rules. Adjei and Clark (2010) indicated that brand attitudes contained a consumer rationally thinking of the functions and profits of a brand and emotionally favoring the brand styles and aesthetics to further take the purchase and use actions. Marketing executives often create some positive association, through transference, to have the consumers favor the brand.…”

Section: Relationship Bondingmentioning

confidence: 99%

Effects of Relationship Bonding on Brand Attitudes and Customer Loyalty in Tourism Industry

Tai

2015

Acta Oeconomica

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The fi ercely competitive markets in tourism industry have caused diffi culty in developing new consumers. In addition to keep the quality of service, a tourism business has to change the marketing strategies and focus on the maintenance of relationship bonding with current consumers. In this study, the employees and customers of Chateau Beach Resort Kenting are distributed 300 copies of questionnaire. After deducting invalid and incomplete ones, total 162 valid copies are retrieved, with the retrieval rate 54%. The research results are summarized as follows. 1. Relationship bonding presents signifi cantly positive correlations with brand attitudes. 2. Brand attitudes reveal remarkably positive correlations with customer loyalty. 3. Relationship bonding shows notably positive correlations with customer loyalty. 4. Brand attitudes have partial mediating effects on the correlations between relationship bonding and customer loyalty. Aiming at above results, suggestions are proposed to help tourism businesses create better operation performance.

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Relationship marketing in A B2C context: The moderating role of personality traits

Cited by 78 publications

References 43 publications

Tourists' perceived value and destination revisit intentions: The moderating effect of domain‐specific innovativeness

Tourists' perceived value and destination revisit intentions: The moderating effect of domain‐specific innovativeness

Customer personality and relationship satisfaction

Effects of Relationship Bonding on Brand Attitudes and Customer Loyalty in Tourism Industry

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