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

Authors

  • Cedric Hsi-Jui Wu Department of Business Administration, National Dong Hwa University, No. 1, Section 2, Da-Hsueh Road, Shou-Feng, Hualien, Taiwan, Republic of China
  • Ali Mursid Ph.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 ali.mursyid14@gmail.com

Keywords:

personality, customer participation, customer value and customer satisfaction

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.

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Published

2019-10-01

How to Cite

Wu, C., & Mursid, A. (2019). The relationship between personality, customer participation, customer value and customer satisfaction in tourism service. European Journal of Tourism Research, 23, 156 - 171. Retrieved from https://ejtr.vumk.eu/index.php/about/article/view/395