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The relationship between personality, customer participation,
customer value and customer satisfaction in tourism service

Cedric Hsi-Jui Wu1 and Ali Mursid2*

   
Received: 01/02/2019 Accepted: 17/06/2019
        
1Department of Business Administration, National Dong Hwa University, No. 1, Section 2, Da-Hsueh Road, Shou-Feng, Hualien, Taiwan, Republic of China
2Ph.D. Candidate in Department of Business Administration, National Dong Hwa University, No. 1, Section 2, Da-Hsueh Road, Shou-Feng, Hualien, Taiwan, Republic of China and Senior Lecturer in Department of Management, Bank BPD Jateng School of Economics and Business, Pemuda Street 4A, Semarang, Central Java, Indonesia. Email This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author
    
Coordinating editor: Giacomo del Chiappa
  
Abstract
  
This study discusses the effects of the Big Five personality traits, namely extraversion, openness, agreeableness, consciousness, and neuroticism, on customer participation in tourism service. Moreover, it verifies the relationship between customer participation, functional value, emotional value and customer satisfaction. The data analysis employs confirmatory factor analysis (CFA) and structural equation modeling with a total sample of 496 tour participants. The results show the personality traits of extraversion, openness, and agreeableness significantly affect customer participation, while consciousness and neuroticism insignificantly affect customer participation. Customer participation directly affects customer satisfaction. In addition, customer participation has positive effects on functional value and emotional value, and, subsequently, functional value and emotional value affect customer satisfaction.
 
Keywords: personality, customer participation, customer value and customer satisfaction
 
Citation: Wu, C., A. Mursid (2019) The relationship between personality, customer participation,
customer value and customer satisfaction in tourism service. European Journal of Tourism Research 23, pp. 156-171
  
 
European Journal of Тourism Research