This study investigates the moderating role of personality traits on the relationship between customer satisfaction and
loyalty. Survey data were collected from shoppers of two supermarkets in Beijing, China. The results show that
consumers’ characteristic of extraversion is positively related to the level of accrued loyalty, while consumer’s
characteristic of neuroticism attenuates the association between customer satisfaction and loyalty. Implications for
managers in the retail context are also discussed.
Relation:
The 7th IEEE International Conference on Service Systems and Service Management
