Analyzing the Effect of Big Five Model of Personality on the Relationship between Service Quality and Customer Satisfaction

Abstract

Customer satisfaction and loyalty approach calls for a better in-depth understanding of different factors affecting it. This study emphasized its efforts in analyzing how personality traits could affect the preferences and buying decisions of mobile users toward offered qualities of services and how it could satisfy their needs. The basic idea of this study has been derived from the wide extension of studies about customer satisfaction and customer loyalty reported in the marketing literature in which most of it, aimed precisely, examines how effectively firms could deliver values to their customers. This study’s framework has conceptualized to analyze the moderate effects of personality traits on the relationship between service quality and customer satisfaction.