Abstract
This paper examines the effects of customer personality, trust, and satisfaction on customer loyalty in premium banking services. Based on a survey of 210 high-net-worth premium banking customers, the study found that the customer personality dimensions of conscientiousness, extroversion, and agreeableness affected trust, while extroversion affected satisfaction. Trust displayed a significant influence on both satisfaction and customer loyalty, while satisfaction partially mediated the effect on customer loyalty via trust. The findings can help managers of affluent banking services understand the important dimensions of customer personality in relational exchanges and develop relevant relationship management strategies to deliver satisfaction and enhance customer loyalty.
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