Personality as a Predictor of Social and Behavioral Intercourse

PERSONALITY INFLUENCES CUSTOMER LOYALTY Introduction The major objective of this study was to examine the relationship between personality traits and individual Customer Loyalty patterns among mobile phone and credit card users. The study under review has various distinctive features. Earlier research was directed towards establishing a relationship between individual personality traits and buying behavior (e.g., Tucker & Painter, 1961; Evans, 1959; Westfall, 1962; Koponen, 1960; Myers, 1967) or towards predicting sales of expensive items such as automobiles (e.g., Evans, 1959, Westfall, 1962), in which personality was not the only influencing factor. Moreover, almost all the studies undertaken on personality traits and consumer decision-making have been targeted towards the study of products not services (e.g., Tucker & Painter, 1961; Evans, 1959; Westfall, 1962; Koponen, 1960; Myers, 1967). This study, in aiming to remedy these deficiencies, targets ‘usage’ behavior rather than ‘buying’ behavior, and builds its conceptual framework on services rather than products.