Personality orientations, emotional states, customer satisfaction, and intention to repurchase

Abstract

This paper explores how personality orientations and emotions influence consumer's service perceptions in the airline industry. Emotions and their relationships to satisfaction, and marketing in general, is an important yet under researched area in consumer behaviour thus limiting our understanding of consumer's emotional experiences during their interactions with service providers [Bagozzi, RP, Gopinath, M. The role of emotions in marketing. Acad Mark Sci 1999; 27(2):184–206.]. Little research investigates the relationships between personality differences, emotional states, and individual consumer behaviour [Levenson RW. The intrapersonal functions of emotions. Cogn Emot 1999;13(5): 481–504.]. [Verbeke, W. Individual differences in emotional contagion of salespersons: it's effect on performance and burnout. Psychol Mark 1997; 14(6):617–636.] investigates the effects of personality differences and emotional contagion of sales personnel in a service setting and suggests that both need consideration because they influence service performance outcomes. However, little research, in marketing looks at the differences of consumers' emotional experiences in a service setting according to their personality characteristics. This study examines the relationships between tourism consumers' emotions, personality orientations and service satisfaction. The research findings suggest a direct relationship between the consumers' personality orientation, emotional characteristics and self-reported satisfaction of the service experience.