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Personality traits and the process of store loyalty in a transactional prone context

Liliana Bove (University of Melbourne, Parkville, Australia)
Betty Mitzifiris (Strategy Co., Melbourne, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 16 October 2007

Abstract

Purpose

This study sets out to replicate Garbarino and Johnson's paper, where the effects of trust, commitment and satisfaction towards service provider loyalty were examined. However, whereby Garbarino and Johnson tested their model in a relationship prone environment, i.e. a theatre company, this study was set in a retail context where transactional customers are more likely. Personality traits as a means to identify customers who are prone to forming relationships with their service providers were also investigated.

Design/methodology/approach

In total, customers of two fast food independent stores in Melbourne, Australia completed 202 questionnaires.

Findings

The findings in the paper showed that in this transactional context, only trust and commitment had a significant direct effect on store behavioral loyalty. Satisfaction did not offer any unique explanatory power but was a significant predictor of both trust and commitment. Further, trust, commitment and satisfaction all had significant direct effects on store attitudinal loyalty, with satisfaction displaying the strongest effect. There was little evidence to support the claim that certain consumer personality traits are more conducive to relationship formation in this low involvement retail context.

Originality/value

The paper shows that retailers need to be aware that even in a transaction prone retail environment, trust and commitment and not just satisfaction, play a significant role in both store behavioral and attitudinal customer loyalty.

Keywords

Citation

Bove, L. and Mitzifiris, B. (2007), "Personality traits and the process of store loyalty in a transactional prone context", Journal of Services Marketing, Vol. 21 No. 7, pp. 507-519. https://doi.org/10.1108/08876040710824861

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited