Exploring the Role of Personality Traits and Perceived Expertise as Antecedents of Relationship Marketing in Service Context

摘要

The purpose of this study is to examine the impact of consumer sociability and agreeableness and service provider perceived expertise on service relationship success. In total, 388 useable questionnaires were collected from customers of beauty salons in Tehran, Iran. Structural equation modeling was used to analyze the data. The findings indicated that expertise is an important antecedent of satisfaction and trust, while, agreeableness and sociability play key roles in level of trust and commitment. Moreover, Satisfaction is affected by customer agreeableness. In addition, the findings introduced the duration of the relationship as a consequence of satisfaction and an antecedent of social benefits, which strengthen commitment. So, this research found that sociability and agreeableness have a significant impact on service relationship success; thus, providing support for the importance of customer traits in relationship marketing especially in service contexts.