The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services
Abstract
Purpose The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand considering the fierce competition and the fast industry growth. Design/methodology/approach The study used a cross-sectional design and a survey of...
Paper Details
Title
The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services
Published Date
Jul 15, 2020
Volume
24
Issue
2
Pages
155 - 175
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