Customer Relationship Proneness: Is It Important for Customer Loyalty?

Abstract

Abstract. As customer satisfaction and loyalty are crucial elements in increasing company profits, companies must strive to establish good relationships with customers, including in mobile services. Opinions in previous research differ regarding the effect of customer extroversion on satisfaction toward impacting customer loyalty. The present study provides related input and potential solutions. It employs relationship marketing theory with the mediating variable of customer relationship proneness (CRP) added in, testing previous research and ultimately not finding a significant relationship between customer personality (extroversion) and customer satisfaction. Data was obtained via the survey method and structural equation modeling (SEM). The questionnaire serving as the main instrument of data collection is measured by a Likert scale, having been administered to 140 customers of mobile service providers. The findings have practical implications for identifying the effects of personality on customer satisfaction and obtaining customer loyalty in mobile services. This information can better enable mobile service providers to target and retain customers. Keywords: Conscientiousness, extroversion, customer relationship proneness, customer satisfaction, customer loyalty