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The Relationship Research of Personality Trait and Consumer Loyalty

Author: LuBo
Tutor: RongXiaoHua
School: Dalian Jiaotong University
Course: Business management
Keywords: Personality Trait Consumer Loyalty Marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 87
Quote: 0
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Abstract


Customer loyalty is to increase profits for every business goals, customer loyalty as a relationship marketing, since being raised widespread concern by the people after the study include the definition of customer loyalty, customer loyalty strategies latitude, the drivers of customer loyalty and so on. Throughout the scholars found on customer loyalty, on the definition of customer loyalty, measuring latitude of ripe, while the drivers of customer loyalty research is still in development stage, the current mainstream theory to customer satisfaction, customer perceived value, trust relationship conversion costs as the drivers of customer loyalty. However, from the perspective of psychological contract theory, customer loyalty is to the customer according to their consumer experience and experience, I believe that company’s products, services, fulfillment of the commitments of tangible and intangible, and thus had a sense of trust companies, and that the future be able to realize their long-term purchase the desired value. Psychological contract is essentially invisible customers and enterprises to establish a relationship between psychological factors is of course an important factor in the establishment. And whether it is customer satisfaction, customer perceived value is the trust relationship between individual psychology will be the impact of the customer, so in order to truly realize the drivers of customer loyalty should be to explore the psychological from the consumers themselves, this article is based on this, the psychology personality traits in combination with customer loyalty, personality study the impact on customer loyalty.According to empirical studies of the specification and characteristics of the study, the author the whole thesis is divided into five parts. The first part is an introduction, background on topics of analysis, this interdisciplinary research topic paper obtained in this study the framework of research ideas and papers. The second part literature review, is the theoretical basis for research to be carried out through literature review, the study identified five personality dimensions and two dimensions of customer loyalty. The third part of the design, proposed 10 research hypothesis, and the establishment of a research model. The fourth part is data analysis, based on data collected, validation, analysis of the study’s research model and related assumptions. Part V summarizes and research prospects for the study, a comprehensive summary of the main conclusions of this study and make recommendations related to marketing, the last of the limitations of this study, and further research are proposed. Through empirical research, confirming the different personality traits of the existence of customer loyalty, and prompt us to personality traits in other subjects in the research value.

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