Author: He, Kaiyu
Title: The relationship among customers' personal traits, commitment, and switching intentions : an empirical investigation in the Chinese retail banking sector
Degree: D.B.A.
Year: 2009
Subject: Hong Kong Polytechnic University -- Dissertations.
Banks and banking -- China.
Consumer behavior -- China.
Customer services -- China.
Department: Graduate School of Business
Pages: 195 leaves : ill. ; 30 cm.
Language: English
Abstract: Although many personality studies have been conducted in mainstream psychology, and wide areas of human behavior, such as organizational behavior, social behavior and interpersonal relationships, and personality traits, have been proven to be important predictors of people's behaviors, only a smalt number of personality studies have been conducted in marketing. Since the Big Five Personality Theory was developed, there has been a resurgence in studies on the influences of personality on consumer behaviors and personality has been proven to be effective in predicting consumers' behaviors. Although the big five personality traits constitute an important personality framework and commitment is central in relationship marketing, the relationship among the big five personality traits and commitment, especially the detailed aspects of commitment, has not yet been investigated. A research model is proposed, adopting the value-attitude-behavior hierarchy and integrating, in the relationship marketing context, extroversion, agreeableness, relationship proneness, need for variety, affective commitment, continuance commitment, normative commitment, and switching intentions. A field study was conducted in the Chinese retail banking sector to test the proposed model. Data were collected in Beijing, Shanghai, and Shenzhen. Structural equation modeling analysis was used to test the measurement and the structural model. The study proved the following: (1) Extroversion is positively related to affective commitment and normative commitment; (2) Agreeableness is positively related to normative commitment; (3) Relationship proneness is positively related to affective, continuance, and normative commitment; (4) Need for variety is negatively related to affective, continuance, and normative commitment; and (5) Affective, continuance and normative commitment are all negatively related to switching intentions. The research provides theoretical and empirical support for the influences of customers' personal traits on consumer behaviors and helps our understanding of the mechanism of personality traits affecting marketing relationships. The theoretical and managerial implications of this research are discussed.
Rights: All rights reserved
Access: restricted access

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