{"title":"Applying the Right Relationship Marketing Strategy through Big Five Personality Traits","authors":"Aylin Caliskan","doi":"10.1080/15332667.2019.1589241","DOIUrl":null,"url":null,"abstract":"Abstract In this study, Structural Equation Modeling was utilized in an exploratory manner to answer the following questions: (1) Can relationship marketing practices be predicted by Big Five personality traits? (2) If yes, which type of personality trait has an effect on which type of relationship marketing practice? The findings show that all relationship marketing (RM) preferences can be predicted by personality traits of customers. Agreeableness and extroversion personality traits are the only predictors that explained all RM practices significantly. Conscientiousness had a great impact on financial and structural RM practice preferences, while higher degree of openness to experiences explained financial and social RM. Customers with higher scores in emotional stability who displayed higher levels of trust and calmness only explained financial RM preferences.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1589241","citationCount":"26","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Relationship Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332667.2019.1589241","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 26
Abstract
Abstract In this study, Structural Equation Modeling was utilized in an exploratory manner to answer the following questions: (1) Can relationship marketing practices be predicted by Big Five personality traits? (2) If yes, which type of personality trait has an effect on which type of relationship marketing practice? The findings show that all relationship marketing (RM) preferences can be predicted by personality traits of customers. Agreeableness and extroversion personality traits are the only predictors that explained all RM practices significantly. Conscientiousness had a great impact on financial and structural RM practice preferences, while higher degree of openness to experiences explained financial and social RM. Customers with higher scores in emotional stability who displayed higher levels of trust and calmness only explained financial RM preferences.
期刊介绍：
The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.
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