Applying the Right Relationship Marketing Strategy through Big Five Personality Traits

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2019-04-03 DOI:10.1080/15332667.2019.1589241

Aylin Caliskan

引用次数: 26

Abstract

Abstract In this study, Structural Equation Modeling was utilized in an exploratory manner to answer the following questions: (1) Can relationship marketing practices be predicted by Big Five personality traits? (2) If yes, which type of personality trait has an effect on which type of relationship marketing practice? The findings show that all relationship marketing (RM) preferences can be predicted by personality traits of customers. Agreeableness and extroversion personality traits are the only predictors that explained all RM practices significantly. Conscientiousness had a great impact on financial and structural RM practice preferences, while higher degree of openness to experiences explained financial and social RM. Customers with higher scores in emotional stability who displayed higher levels of trust and calmness only explained financial RM preferences.

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从五大人格特征看正确的关系营销策略

摘要在本研究中，结构方程模型以探索性的方式回答了以下问题：（1）关系营销实践可以通过五大人格特征来预测吗？（2）如果是，哪种类型的性格特征会对哪种关系营销实践产生影响？研究结果表明，所有关系营销偏好都可以通过客户的个性特征来预测。随和和外向的性格特征是唯一能显著解释所有RM实践的预测因素。尽责性对财务和结构性RM实践偏好有很大影响，而对经验的更高开放程度解释了财务和社会RM。情绪稳定性得分较高、表现出较高信任度和冷静度的客户只能解释财务RM偏好。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.