The influence of personality traits of customers on their loyalty A case study Of private banks of Kermanshah
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 2
Abstract
Today, banks and service companies, though, are looking for Customer's Loyalty, But to indulge them They must plan based on their customer's aims,it is not possible to recognize their demands Without knowing their personalities .Close relationships with customers require a thorough understanding of their personality traits because with knowing the characteristics and personality traits it is possible to personalize services for each group of people.The aim of this study is to identify the personality traits and to study the relationship and impact of each one on satisfaction and finally on loyalty .the research was a descriptive-survey research.the data of this study is obtained from a neo standard questionnaires among three hundred and fifty private banks of Kermanshah. The reliability of the questionnaire has been confirmed through Cronbach's alpha technique and has been obtained using path analysis of the model. results of this research indicated that among five attributes, only neuroticism has a negative relationship with satisfaction and other personality traits have a significant positive relationship with satisfaction. Compatibility characteristics, extraversion and empiricism respectively, had the greatest influence on satisfaction.
Authors and Affiliations
Ali Karbasi| Master of Business Administration, Azad University, Kermanshah, Iran. Fellow researcher at the Social Development Research Center, Kermanshah University of Medical Sciences and Health Promotion, email: Alikarbasi13@gmail.com, Babak Jamshidi navid| Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran., Seied Reza Hashemi| Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
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