The relationship between personality, customer participation, customer value and customer satisfaction in tourism service
Keywords:personality, customer participation, customer value and customer satisfaction
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.
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Copyright (c) 2019 Creative Commons Attribution 4.0 International (CC BY 4.0)
This work is licensed under a Creative Commons Attribution 4.0 International License.