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Personality traits and the process of store loyalty in a transactional prone context

Personality traits and the process of store loyalty in a transactional prone context Purpose – This study sets out to replicate Garbarino and Johnson's paper, where the effects of trust, commitment and satisfaction towards service provider loyalty were examined. However, whereby Garbarino and Johnson tested their model in a relationship prone environment, i.e. a theatre company, this study was set in a retail context where transactional customers are more likely. Personality traits as a means to identify customers who are prone to forming relationships with their service providers were also investigated. Design/methodology/approach – In total, customers of two fast food independent stores in Melbourne, Australia completed 202 questionnaires. Findings – The findings in the paper showed that in this transactional context, only trust and commitment had a significant direct effect on store behavioral loyalty. Satisfaction did not offer any unique explanatory power but was a significant predictor of both trust and commitment. Further, trust, commitment and satisfaction all had significant direct effects on store attitudinal loyalty, with satisfaction displaying the strongest effect. There was little evidence to support the claim that certain consumer personality traits are more conducive to relationship formation in this low involvement retail context. Originality/value – The paper shows that retailers need to be aware that even in a transaction prone retail environment, trust and commitment and not just satisfaction, play a significant role in both store behavioral and attitudinal customer loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Personality traits and the process of store loyalty in a transactional prone context

Liliana Bove; Betty Mitzifiris
Journal of Services Marketing , Volume 21 (7): 13 – Oct 16, 2007
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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040710824861
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study sets out to replicate Garbarino and Johnson's paper, where the effects of trust, commitment and satisfaction towards service provider loyalty were examined. However, whereby Garbarino and Johnson tested their model in a relationship prone environment, i.e. a theatre company, this study was set in a retail context where transactional customers are more likely. Personality traits as a means to identify customers who are prone to forming relationships with their service providers were also investigated. Design/methodology/approach – In total, customers of two fast food independent stores in Melbourne, Australia completed 202 questionnaires. Findings – The findings in the paper showed that in this transactional context, only trust and commitment had a significant direct effect on store behavioral loyalty. Satisfaction did not offer any unique explanatory power but was a significant predictor of both trust and commitment. Further, trust, commitment and satisfaction all had significant direct effects on store attitudinal loyalty, with satisfaction displaying the strongest effect. There was little evidence to support the claim that certain consumer personality traits are more conducive to relationship formation in this low involvement retail context. Originality/value – The paper shows that retailers need to be aware that even in a transaction prone retail environment, trust and commitment and not just satisfaction, play a significant role in both store behavioral and attitudinal customer loyalty.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Oct 16, 2007

Keywords: Trust; Customer loyalty; Customer retention; Personality

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