Does Personality Matter? A Study of Retail Banks in Hong Kong
The financial marketplace of Hong Kong became more dynamic and competitive in recent decades implying the need for differentiation. This study examines the influence of the Big Five personality traits on relationship quality and customer loyalty on the customer employee-interactions in the retail banking industry in Hong Kong. Through convenient sampling method, a total of 210 online surveys were collected. The findings discovered that extroversion affects relationship quality and customer loyalty. Extroversion and Conscientiousness exhibited significant influence on relationship quality while relationship quality showed a significant impact on customer loyalty on customer-contact employee. The study provides several implications for service research and management. The findings provide valuable insight for matching retail bank customers and customer-contact employees based on their personality profiles to ensure long-term relationship quality and customer loyalty.
Keywords - Customer Personality, Relationship Quality, Customer Loyalty