Open AccessThe relationship between personality, customer participation, customer value and customer satisfaction in tourism service
Author(s) -
Cedric HsiJui Wu,
Ali Mursid
Publication year - 2019
Publication title -
european journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.467
H-Index - 16
eISSN - 1314-0817
pISSN - 1994-7658
DOI - 10.54055/ejtr.v23i.395
Subject(s) - agreeableness , psychology , extraversion and introversion , customer delight , customer satisfaction , neuroticism , big five personality traits , service quality , customer retention , marketing , social psychology , business , personality , service (business)
This study discusses the effects of the Big Five personality traits, namely extraversion, openness, agreeableness, consciousness, and neuroticism, on customer participation in tourism service. Moreover, it verifies the relationship between customer participation, functional value, emotional value and customer satisfaction. The data analysis employs confirmatory factor analysis (CFA) and structural equation modeling with a total sample of 496 tour participants. The results show the personality traits of extraversion, openness, and agreeableness significantly affect customer participation, while consciousness and neuroticism insignificantly affect customer participation. Customer participation directly affects customer satisfaction. In addition, customer participation has positive effects on functional value and emotional value, and, subsequently, functional value and emotional value affect customer satisfaction.