Abstract. As customer satisfaction and loyalty are crucial elements in increasing company profits, companies must strive to establish good relationships with customers, including in mobile services. Opinions in previous research differ regarding the effect of customer extroversion on satisfaction toward impacting customer loyalty. The present study provides related input and potential solutions. It employs relationship marketing theory with the mediating variable of customer relationship proneness (CRP) added in, testing previous research and ultimately not finding a significant relationship between customer personality (extroversion) and customer satisfaction. Data was obtained via the survey method and structural equation modeling (SEM). The questionnaire serving as the main instrument of data collection is measured by a Likert scale, having been administered to 140 customers of mobile service providers. The findings have practical implications for identifying the effects of personality on customer satisfaction and obtaining customer loyalty in mobile services. This information can better enable mobile service providers to target and retain customers.
Keywords: Conscientiousness, extroversion, customer relationship proneness, customer satisfaction, customer loyalty
Abstrak. Kepuasan dan loyalitas pelanggan merupakan hal yang menjadi sangat penting untuk meningkatkan keuntungan perusahaan, sehingga perusahaan dituntut untuk selalu dapat menjalin hubungan baik dengan pelanggan khususnya dalam layanan selular. Ditemukan adanya perbedaan pendapat pada penelitian sebelumnya mengenai pengaruh kepribadian extrovert pelanggan terhadap kepuasaan sehingga akan berdampak kepada loyalitas pelanggan. Penelitian ini memberikan masukan atau solusi yang menggunakan teori relationship marketing dengan menambahkan variabel mediasi Customer Relationship Proneness (CRP) untuk menguji penelitian sebelumnya yaitu tidak ditemukannya pengaruh hubungan yang signifikan antara kepribadian pelanggan (extraversian) terhadap kepuasan pelanggan. Data diperoleh dengan menggunakan metode survey dan dioleh menggunakan Structural Equation Modelling (SEM). Instrumen utama pengumpulan data adalah menggunakan kuesioner yang diukur dengan skala likert. Jumlah responden dalam penelitian ini adalah 140 reponden yang merupakan pengguna dari layanan selular, sehingga penelitian ini bermanfaat untuk mengidentifikasi kepribadian kepuasan pelanggan untuk mencapai loyalitas pelanggan dalam layanan selular. Dengan informasi ini, penyedia layanan selular dapat lebih mampu untuk menargetkan dan mempertahankan pelanggan.
Kata kunci: Kepribadian kesadaran, kepribadian extrovert, hubungan pelanggan, kepuasan pelanggan, loyalitas pelanggan.
*Corresponding author. Email:mauritzedos@gmail.com
th th th
Received: February 25 , 2022; Revision: April 22 , 2022; Accepted: April 26 , 2022;
Print ISSN: 1412-1700; Online ISSN: 2089-7928. DOI: http://dx.doi.org/10.12695/jmt.2022.21.2.2
Copyright@2022. Published by Unit Research and Knowledge, School of Business and Management - Institut Teknologi Bandung (SBM-ITB)
Customer Relationship Proneness: Is It Important for Customer Loyalty?
Mauritz Edo Soumutul , Rina Aulia Sagala, Frisca Dianti, Husna Leila Yusran, *
and Yolanda Masnita
Faculty of Economics and Business, Universitas Trisakti, Jakarta
Introduction
Customer loyalty is one of the main goals in business activities, both in the manufacturing and service sectors. Loyalty emerges from consumer satisfaction with a company's product and service offers. Marketing activities are of concern in this sense, as marketers invest considerable resources in developing loyalty programs; suggesting a well-designed loyalty program with a strong value proposition is thus a key factor of marketing, bound to have an impact on securing loyalty (De Silva Kanakaratne et al., 2020).
Bearing in mind that consumer needs and value propositions vary across different types of products and services, this study focuses on the loyalty decision process in the context of mobile services. In this industry, competition progresses quickly, and consumers may easily feel bored and switch to other mobile service providers, making the maintenance of customer satisfaction crucial for brands.
Hence, providers must be familiar with the factors influencing customer loyalty to apply the right strategy in the mobile services sector (Sarkar et al., 2020). Several core characteristics are associated with mobile services, such as promptness in helping and providing services to customers.
Customer satisfaction and loyalty are b e c o m i n g i n c r e a s i n g l y i m p o r t a n t t o companies, along with the financial benefits derived from improving these two outcomes (Hill & Alexander, 2017). To achieve customer satisfaction and loyalty, one must pay attention to the relationship between providers and customers (relationship marketing, i.e., the process of creating, maintaining and improving relationships with customers and other stakeholders). In addition to devising new strategies to attract new customers and create transactions, companies must urgently and continuously strive to retain existing customers and build long-term, profitable relationships (Kotler & Armstrong, 2018).
The core goal of marketing is to develop deep and ongoing relationships with people and organizations who directly or indirectly influence the success of a company's marketing activities. In other words, relationship marketing aims to build mutually satisfying, long-term relationships with key customers to gain and retain business (Kotler
& Keller, 2015).
Literature in the field of psychology explores the role consumer personality can play in the acceptance of relational marketing strategies alongside the consequences of satisfaction;
knowledge on this can be useful in increasing the impact on the purchase of a product or service. According to Vázquez-Carrasco and Foxall (2006), marketing has neglected to discuss the effects of customer personality and customer relationship proneness (CRP) on customer satisfaction with a company.
Moreover, such associations tend to be studied in the context of developed countries, with a lack of any research on this topic in developing countries.
Studies indicate that when investigating loyalty, along with relationship-marketing tactics, one should also consider consumer-personality- related traits such as relationship proneness and customer engagement (Odekerken- Schröderet et al., 2003). However, the role of these traits in the formation of loyalty has not been well-documented, which calls for the development of a framework to explore relationship proneness and customer engagement toward better understanding the process of building customer loyalty.
Moreover, product category involvement and relationship proneness have emerged as key f a c t o r s i n e x p l a i n i n g a n d f u r t h e r understanding consumer behavior (De Wulf et al., 2001). Thus, the purpose of the present study is to identify the effects of personality on customer satisfaction toward achieving customer loyalty in mobile services.
Boudouda and Gana (2020) posit that conscientiousness personality attitude represents order, organization and precision.
Accordingly, it includes traits such as being organized, hardworking, reliable, trustworthy, careful, conscientious, and responsible, as opposed to being careless, disorganized or irresponsible. Conscientiousness personality attitude is displayed by individuals who are organized, conscientious, and not impulsive or lazy. This personality type is associated with self-discipline and the ability to act compliantly (Boudouda & Gana, 2020).
Therefore, being cautious is a constructive human trait expected to have a positive influence on purchase outcome. Fostering a higher level of awareness among customers is expected to lead to better purchases as well as drive higher levels of satisfaction.
H1: Conscientiousness has a positive effect on customer satisfaction.
Research related to satisfaction and other aspects of loyalty, such as customer engagement, has generated interest, as the role of loyalty has remained important in today's h i g h l y c o m p e t i t i v e r e t a i l i n d u s t r y –''(Monferrer et al., 2019). Extroversion relates to a person who appears very sociable, cheerful, energetic, optimistic, dynamic, confident, talkative, courageous, and dominant (McCrae & Costa, 1987).
Jani & Han (2014) find extroverted guests to have shown a higher level of customer satisfaction in hotel services than introverted guests. Also among patients, extroverts have been found to express higher levels of both life and customer satisfaction (Proctor & Best, 2019), while extroversion has been identified as a main determinant of service professionals' job satisfaction (Mróz & Kaleta, 2016).
Therefore, this friendly, enthusiastic, energetic personality trait can have a positive effect on the behavioral outcomes linked to satisfaction in purchasing products or services.
H2: Extroversion has a positive effect on customer satisfaction.
Smith (2020) has found no relationship b e t we e n e x t r ove r s i o n a n d c o n s u m e r satisfaction in mobile services. This is based on the general notion that extroverts tend to look for more than what is obtained, creating a challenge for service providers, who must continually innovate to obtain higher levels of customer pleasure and satisfaction (with implications for customer loyalty in using the mobile services provided).
In contrast to findings by Mishra and Vaithianathan (2015) indicating a relationship b e t we e n e x t r ove r s i o n a n d c o n s u m e r satisfaction, there is the mediating variable customer relationship proneness (CRP), or the tendency of a customer relationship as a link between the two variables. CRP pertains to a relatively stable and conscious customer tendency to engage in a relationship with the provider of a particular product or service (Odekerken-Schröder et al., 2003).
Extroverted customers tend to be more open to affiliation and relationship formation than introverted ones. Physical and mental attributes shape an individual's level of extroversion, potentially determining their disposition and responses to stimuli.
The existence of CRP reveals that the type of customer personality acts as an antecedent to determine whether the customer will be susceptible to a relationship with service providers, or vice-versa. Extroverts are found to be more receptive to advertisements and promotions related to product and service offers and also to show greater purchase intentions (Cetola & Prinkey, 1986; Myers et al., 2010). This also suggests that extroverted customers are more prone to affiliation and relationship development than introverted customers.
H3: Extroversion has a positive effect on customer relationship proneness (CRP).
Introduction
Customer loyalty is one of the main goals in business activities, both in the manufacturing and service sectors. Loyalty emerges from consumer satisfaction with a company's product and service offers. Marketing activities are of concern in this sense, as marketers invest considerable resources in developing loyalty programs; suggesting a well-designed loyalty program with a strong value proposition is thus a key factor of marketing, bound to have an impact on securing loyalty (De Silva Kanakaratne et al., 2020).
Bearing in mind that consumer needs and value propositions vary across different types of products and services, this study focuses on the loyalty decision process in the context of mobile services. In this industry, competition progresses quickly, and consumers may easily feel bored and switch to other mobile service providers, making the maintenance of customer satisfaction crucial for brands.
Hence, providers must be familiar with the factors influencing customer loyalty to apply the right strategy in the mobile services sector (Sarkar et al., 2020). Several core characteristics are associated with mobile services, such as promptness in helping and providing services to customers.
Customer satisfaction and loyalty are b e c o m i n g i n c r e a s i n g l y i m p o r t a n t t o companies, along with the financial benefits derived from improving these two outcomes (Hill & Alexander, 2017). To achieve customer satisfaction and loyalty, one must pay attention to the relationship between providers and customers (relationship marketing, i.e., the process of creating, maintaining and improving relationships with customers and other stakeholders). In addition to devising new strategies to attract new customers and create transactions, companies must urgently and continuously strive to retain existing customers and build long-term, profitable relationships (Kotler & Armstrong, 2018).
The core goal of marketing is to develop deep and ongoing relationships with people and organizations who directly or indirectly influence the success of a company's marketing activities. In other words, relationship marketing aims to build mutually satisfying, long-term relationships with key customers to gain and retain business (Kotler
& Keller, 2015).
Literature in the field of psychology explores the role consumer personality can play in the acceptance of relational marketing strategies alongside the consequences of satisfaction;
knowledge on this can be useful in increasing the impact on the purchase of a product or service. According to Vázquez-Carrasco and Foxall (2006), marketing has neglected to discuss the effects of customer personality and customer relationship proneness (CRP) on customer satisfaction with a company.
Moreover, such associations tend to be studied in the context of developed countries, with a lack of any research on this topic in developing countries.
Studies indicate that when investigating loyalty, along with relationship-marketing tactics, one should also consider consumer-personality- related traits such as relationship proneness and customer engagement (Odekerken- Schröderet et al., 2003). However, the role of these traits in the formation of loyalty has not been well-documented, which calls for the development of a framework to explore relationship proneness and customer engagement toward better understanding the process of building customer loyalty.
Moreover, product category involvement and relationship proneness have emerged as key f a c t o r s i n e x p l a i n i n g a n d f u r t h e r understanding consumer behavior (De Wulf et al., 2001). Thus, the purpose of the present study is to identify the effects of personality on customer satisfaction toward achieving customer loyalty in mobile services.
Boudouda and Gana (2020) posit that conscientiousness personality attitude represents order, organization and precision.
Accordingly, it includes traits such as being organized, hardworking, reliable, trustworthy, careful, conscientious, and responsible, as opposed to being careless, disorganized or irresponsible. Conscientiousness personality attitude is displayed by individuals who are organized, conscientious, and not impulsive or lazy. This personality type is associated with self-discipline and the ability to act compliantly (Boudouda & Gana, 2020).
Therefore, being cautious is a constructive human trait expected to have a positive influence on purchase outcome. Fostering a higher level of awareness among customers is expected to lead to better purchases as well as drive higher levels of satisfaction.
H1: Conscientiousness has a positive effect on customer satisfaction.
Research related to satisfaction and other aspects of loyalty, such as customer engagement, has generated interest, as the role of loyalty has remained important in today's h i g h l y c o m p e t i t i v e r e t a i l i n d u s t r y –''(Monferrer et al., 2019). Extroversion relates to a person who appears very sociable, cheerful, energetic, optimistic, dynamic, confident, talkative, courageous, and dominant (McCrae & Costa, 1987).
Jani & Han (2014) find extroverted guests to have shown a higher level of customer satisfaction in hotel services than introverted guests. Also among patients, extroverts have been found to express higher levels of both life and customer satisfaction (Proctor & Best, 2019), while extroversion has been identified as a main determinant of service professionals' job satisfaction (Mróz & Kaleta, 2016).
Therefore, this friendly, enthusiastic, energetic personality trait can have a positive effect on the behavioral outcomes linked to satisfaction in purchasing products or services.
H2: Extroversion has a positive effect on customer satisfaction.
Smith (2020) has found no relationship b e t we e n e x t r ove r s i o n a n d c o n s u m e r satisfaction in mobile services. This is based on the general notion that extroverts tend to look for more than what is obtained, creating a challenge for service providers, who must continually innovate to obtain higher levels of customer pleasure and satisfaction (with implications for customer loyalty in using the mobile services provided).
In contrast to findings by Mishra and Vaithianathan (2015) indicating a relationship b e t we e n e x t r ove r s i o n a n d c o n s u m e r satisfaction, there is the mediating variable customer relationship proneness (CRP), or the tendency of a customer relationship as a link between the two variables. CRP pertains to a relatively stable and conscious customer tendency to engage in a relationship with the provider of a particular product or service (Odekerken-Schröder et al., 2003).
Extroverted customers tend to be more open to affiliation and relationship formation than introverted ones. Physical and mental attributes shape an individual's level of extroversion, potentially determining their disposition and responses to stimuli.
The existence of CRP reveals that the type of customer personality acts as an antecedent to determine whether the customer will be susceptible to a relationship with service providers, or vice-versa. Extroverts are found to be more receptive to advertisements and promotions related to product and service offers and also to show greater purchase intentions (Cetola & Prinkey, 1986; Myers et al., 2010). This also suggests that extroverted customers are more prone to affiliation and relationship development than introverted customers.
H3: Extroversion has a positive effect on customer relationship proneness (CRP).
Two different angles can be pursued in gauging the relationship between CRP and customer satisfaction. If the customer has a vulnerable relationship, this is very evaluative and it can be suspected that efforts to have a relationship with a service provider have a low or bad relationship then it can be said to convince and satisfy customers will be difficult to do.
H owe ve r, i f r e l a t i o n s h i p - s u s c e p t i b l e customers are willing and open to establishing a relationship with a service provider, this can be easily reassured and satisfied through relationship-building efforts (Odekerken- Schröder et al., 2003).
It can thus be proposed that a tendency for customer-provider relations has a positive effect on customer satisfaction. In other words, it can be said that if a customer has a high tendency to form a relationship, there will be greater relationship satisfaction (Odekerken- Schröder et al., 2003).
H4: Customer relationship proneness (CRP) has a positive effect on customer satisfaction.
Customers who are more likely to engage in relationships with service providers are customers who are more susceptible to relationships and able to develop higher levels of trust and commitment (Hedrick et al., 2007), allocate a higher share of customers, and show greater compliance with service providers.
demand and marketing policies compared to those without (Parish & Holloway, 2010).
From the perspective of profitability, a service provider will want to attract and retain customers who are more prone to establishing relationships. To identify this consumer category, researchers have examined CRP as one of the traits that influence the relationship with marketing outcomes service providers aim to achieve (Odekerken-Schröder et al., 2003; Parish & Holloway, 2010). T he importance of CRP lies in investigating customer loyalty, given that if customers do not tend to maintain relationships with service providers, it will be very difficult to secure their satisfaction, loyalty or interest.
Since CRP can be seen as influencing the success of customer retention strategies (Sheth & Parvatiyar, 1995), it is believed that the presence of CRP will lead to customer satisfaction and loyalty to the products or services provided. Previous research results on CRP's mediating effect on the relationship b e t w e e n e x t r o ve r s i o n a n d c u s t o m e r satisfaction demonstrate that CRP influences perceptions of marketing, which can, in turn, affect satisfaction (Odekerken-Schröder et al., 2003; Mishra & Vaithianathan, 2015).
Satisfaction has been extensively studied as a predictor of customer loyalty (Kim et al., 2012;
Olsen, 2002; Yang & Peterson, 2004).
Customer satisfaction is a crucial factor in long-term relationships between companies and their customers (Anderson & Srinivasan, 2003). Satisfied customers tend to have a positive influence on service providers, to motivate consumers to stay with the provider, and to recommend the service to others (Pilkonis, 1977). Many organizations adopt marketing strategies and programs that focus on delivering customer satisfaction (Awan and Rehman, 2014), as they believe that achieving this increases customer loyalty as well as profitability (Gómez et al., 2004).
The present study builds on this belief by suggesting that customer satisfaction is the main antecedent of customer loyalty (Santouridis & Trivellas, 2010); that it has a significant beneficial effect on loyalty (Yi & La, 2004); and that while other factors affect the customer satisfaction-customer loyalty relationship (Lam et al., 2004), customer satisfaction mediates in service quality and customer loyalty relationships (Hadi et al., 2019).
H5: Customer satisfaction has a positive effect on customer loyalty.
The purpose of this research is to examine the effect of extroversion on satisfaction to the extent that it has an impact on customer loyalty in mobile services. This study uses customer relationship proneness (CRP) as a mediating
variable between extroversion in predicting customer satisfaction for mobile services on these two variables. The aim is to question research which states that extroversion has no significant effect on satisfaction, particularly in mobile services '(Smith, 2020).
Research Methodology
The conceptual framework in the present research concerns three main stages: initial study, data collection, and data processing, with the model data being tested quantitatively in the latter stage. The initial study stage pertains to gaining understanding of the case study, to be used as a reference in the data collection stage. For this second stage, a survey was conceptualized with 20 structured and simultaneous questions and statements.
The questionnaire consists of two main parts, namely that of the respondent's profile and that of the questions and statements formed to support the variables as needed. The survey was distributed to respondents, openly to the general public.
The study sample comprises 140 respondents, 50% of whom are men and 50% women. The survey was distributed to members of the general public who use mobile service providers who are 17 years old or under 20 years old until >35 years. Respondents at those ages have been found to often use mobile services and to have been able to choose the right product to purchase from a wide variety of providers available.
More than half of respondents (56.4%) were employed at the time of the research. Respondents' age breakdown is as follows: less than 20 years old, 7.1%; 20-25 years old, 56.4%; 26-30 years old, 17.9%; and 31-35 years old, 7.9%. The sample is dominated by those earning between 5 million and 10 million rupiah, at 32.1%; those using Telkomsel mobile service providers (Simpati, Kartu AS), at 62.9%; and those using a mobile service provider 1-2 times a month to make purchases (82.9%). Table 1 provides more details on the respondents' demographics.
Table 1.
Respondent Demographics
No. Demography Frequency Percent Valid % Cumulative % 1
2
Gender Man Woman Total
70 70 140
50.0 50.0 100.0
50.0 50.0 100.0
50.0 100.0
1 2 3 4 5
Age
<17 or 20 years 20-25 years 26-30 years 31-35 years
>35 years Total
10 79 25 11 15 140
7.1 56.4 17.9 7.9 10.7 100.0
7.1 56.4 17.9 7.9 10.7 100.0
7.1 63.5 81.4 89.3 100.0
1 2 3 4
Occupation Student Employee Entrepreneur Other
Total
41 79 12 8 140
29.3 56.4 8.6 5.7 100.0
29.3 56.4 8.6 5.7 100.0
29.3 85.7 94.3 100.0
Two different angles can be pursued in gauging the relationship between CRP and customer satisfaction. If the customer has a vulnerable relationship, this is very evaluative and it can be suspected that efforts to have a relationship with a service provider have a low or bad relationship then it can be said to convince and satisfy customers will be difficult to do.
H owe ve r, i f r e l a t i o n s h i p - s u s c e p t i b l e customers are willing and open to establishing a relationship with a service provider, this can be easily reassured and satisfied through relationship-building efforts (Odekerken- Schröder et al., 2003).
It can thus be proposed that a tendency for customer-provider relations has a positive effect on customer satisfaction. In other words, it can be said that if a customer has a high tendency to form a relationship, there will be greater relationship satisfaction (Odekerken- Schröder et al., 2003).
H4: Customer relationship proneness (CRP) has a positive effect on customer satisfaction.
Customers who are more likely to engage in relationships with service providers are customers who are more susceptible to relationships and able to develop higher levels of trust and commitment (Hedrick et al., 2007), allocate a higher share of customers, and show greater compliance with service providers.
demand and marketing policies compared to those without (Parish & Holloway, 2010).
From the perspective of profitability, a service provider will want to attract and retain customers who are more prone to establishing relationships. To identify this consumer category, researchers have examined CRP as one of the traits that influence the relationship with marketing outcomes service providers aim to achieve (Odekerken-Schröder et al., 2003; Parish & Holloway, 2010). T he importance of CRP lies in investigating customer loyalty, given that if customers do not tend to maintain relationships with service providers, it will be very difficult to secure their satisfaction, loyalty or interest.
Since CRP can be seen as influencing the success of customer retention strategies (Sheth & Parvatiyar, 1995), it is believed that the presence of CRP will lead to customer satisfaction and loyalty to the products or services provided. Previous research results on CRP's mediating effect on the relationship b e t w e e n e x t r o ve r s i o n a n d c u s t o m e r satisfaction demonstrate that CRP influences perceptions of marketing, which can, in turn, affect satisfaction (Odekerken-Schröder et al., 2003; Mishra & Vaithianathan, 2015).
Satisfaction has been extensively studied as a predictor of customer loyalty (Kim et al., 2012;
Olsen, 2002; Yang & Peterson, 2004).
Customer satisfaction is a crucial factor in long-term relationships between companies and their customers (Anderson & Srinivasan, 2003). Satisfied customers tend to have a positive influence on service providers, to motivate consumers to stay with the provider, and to recommend the service to others (Pilkonis, 1977). Many organizations adopt marketing strategies and programs that focus on delivering customer satisfaction (Awan and Rehman, 2014), as they believe that achieving this increases customer loyalty as well as profitability (Gómez et al., 2004).
The present study builds on this belief by suggesting that customer satisfaction is the main antecedent of customer loyalty (Santouridis & Trivellas, 2010); that it has a significant beneficial effect on loyalty (Yi & La, 2004); and that while other factors affect the customer satisfaction-customer loyalty relationship (Lam et al., 2004), customer satisfaction mediates in service quality and customer loyalty relationships (Hadi et al., 2019).
H5: Customer satisfaction has a positive effect on customer loyalty.
The purpose of this research is to examine the effect of extroversion on satisfaction to the extent that it has an impact on customer loyalty in mobile services. This study uses customer relationship proneness (CRP) as a mediating
variable between extroversion in predicting customer satisfaction for mobile services on these two variables. The aim is to question research which states that extroversion has no significant effect on satisfaction, particularly in mobile services '(Smith, 2020).
Research Methodology
The conceptual framework in the present research concerns three main stages: initial study, data collection, and data processing, with the model data being tested quantitatively in the latter stage. The initial study stage pertains to gaining understanding of the case study, to be used as a reference in the data collection stage. For this second stage, a survey was conceptualized with 20 structured and simultaneous questions and statements.
The questionnaire consists of two main parts, namely that of the respondent's profile and that of the questions and statements formed to support the variables as needed. The survey was distributed to respondents, openly to the general public.
The study sample comprises 140 respondents, 50% of whom are men and 50% women. The survey was distributed to members of the general public who use mobile service providers who are 17 years old or under 20 years old until >35 years. Respondents at those ages have been found to often use mobile services and to have been able to choose the right product to purchase from a wide variety of providers available.
More than half of respondents (56.4%) were employed at the time of the research.
Respondents' age breakdown is as follows: less than 20 years old, 7.1%; 20-25 years old, 56.4%;
26-30 years old, 17.9%; and 31-35 years old, 7.9%. The sample is dominated by those earning between 5 million and 10 million rupiah, at 32.1%; those using Telkomsel mobile service providers (Simpati, Kartu AS), at 62.9%; and those using a mobile service provider 1-2 times a month to make purchases (82.9%). Table 1 provides more details on the respondents' demographics.
Table 1.
Respondent Demographics
No. Demography Frequency Percent Valid % Cumulative % 1
2
Gender Man Woman Total
70 70 140
50.0 50.0 100.0
50.0 50.0 100.0
50.0 100.0
1 2 3 4 5
Age
<17 or 20 years 20-25 years 26-30 years 31-35 years
>35 years Total
10 79 25 11 15 140
7.1 56.4 17.9 7.9 10.7 100.0
7.1 56.4 17.9 7.9 10.7 100.0
7.1 63.5 81.4 89.3 100.0
1 2 3 4
Occupation Student Employee Entrepreneur Other
Total
41 79 12 8 140
29.3 56.4 8.6 5.7 100.0
29.3 56.4 8.6 5.7 100.0
29.3 85.7 94.3 100.0
Amid data processing, data testing is conducted in three main stages. The first stage consists of validity and reliability tests, in this case using the software SPSS Version 26. The second stage entails the goodness-of-fit test, employing Structured Equation Modeling (SEM) techniques via Amos Version 22. The third and final stage pertains to hypothesis testing.
One advantage of the SEM method is that it can perform two analyses at once (testing the relationship between unobserved concepts and the relationships in them and calculating measurement errors in the estimation process).
The research framework and identification of variables can be seen in Figure 1.
The initial study produced a questionnaire as a medium to collect primary data. The survey was conducted with mobile service users, whose answers to the questions and statements are channeled into testing the model built in previous studies. The aim is to obtain a statistically valid model, being tested via the Partial Least Square (PLS) method.
The target number of survey respondents was at least 100, to meet the standard for the minimum volume of processed data, along with 30 respondents whose inputs were to be used for testing the validity and reliability of the data.
The questionnaire uses a five-point Likert scale consisting of 1 (“strongly disagree”), 2 (“disagree”), 3 (“moderately agree”), 4 (“agree”), and 5 (“strongly agree”) to evaluate the degree of each variable.
Results and Discussion
Having been tested and determined to be valid, the survey data obtained from the 140 respondents can be used in data processing. Table 2 shows the results of the recapitulation of the number of respondents obtained by using sample data of 30 respondents.
Table 1. (Continued) Respondent Demographics
No. Demography Frequency Percent Valid % Cumulative % 1
2 3 4
Income
<2.500.000
2.500.000 -5.000.000
>5.000.000 -10.000.000
>10.000.000 Total
39 33 45 23 140
27.9 23.6 32.1 16.4 100.0
27.9 23.6 32.1 16.4 100.0
27.9 51.5 83.6 100.0
1 2 3 4
Provider Indosat
Telkomsel (Simpati, AS) XL Axiata (XL, Axis) Other
Total
27 88 22 3 140
19.3 62.9 15.7 2.1 100.0
19.3 62.9 15.7 2.1 100.0
19.3 82.2 97.9 100.0
1 2 3 4
Intensity
1-2 times a month 3-4 times a month 5-6 times a month
>6 times a month Total
116 17
3 4 140
82.9 12.1 2.1 2.9 100.0
82.9 12.1 2.1 2.9 100.0
82.9 95.0 97.1 100.0
Figure 1.
Conceptual Framework
Table 2.
Validity Test for 30 Respondents
Dimension Corrected Item -
Total Correlation
Category Conscientiousness
I am a competent and efficient person.
I am an organized person.
I am a person who keeps fighting.
.727 .432 .599
Valid Valid Valid Extroversion
I am a sociable person. I am a passionate person.
.409 .409
Valid Valid Customer Relationship Proneness
I like using the mobile service provider.
I want to be a regular customer of the mobile service provider.
.706 .706
Valid Valid Customer Satisfaction
The product from the mobile service provider used is the best.
Services are provided and obtained according to needs.
I am satisfied with the product from the mobile service provider that I purchased.
The choice and purchase of this mobile service provider product is the right choice.
If I lose my cellphone, I will use the services of another provider.
I enjoy the services offered.
I don’t like my decision to buy this service.
I don’t like using this mobile service provider’s product.s
.701 .702 .774 .816
.430 .824 .336 .399 .729 .879
Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid
Mediator
Customer Relationship Proneness (CRP)
Customer
Satisfaction Customer Loyality
Conscientiousness Extraversion
H1 H3
H4
H5 H2
Amid data processing, data testing is conducted in three main stages. The first stage consists of validity and reliability tests, in this case using the software SPSS Version 26. The second stage entails the goodness-of-fit test, employing Structured Equation Modeling (SEM) techniques via Amos Version 22. The third and final stage pertains to hypothesis testing.
One advantage of the SEM method is that it can perform two analyses at once (testing the relationship between unobserved concepts and the relationships in them and calculating measurement errors in the estimation process).
The research framework and identification of variables can be seen in Figure 1.
The initial study produced a questionnaire as a medium to collect primary data. The survey was conducted with mobile service users, whose answers to the questions and statements are channeled into testing the model built in previous studies. The aim is to obtain a statistically valid model, being tested via the Partial Least Square (PLS) method.
The target number of survey respondents was at least 100, to meet the standard for the minimum volume of processed data, along with 30 respondents whose inputs were to be used for testing the validity and reliability of the data.
The questionnaire uses a five-point Likert scale consisting of 1 (“strongly disagree”), 2 (“disagree”), 3 (“moderately agree”), 4 (“agree”), and 5 (“strongly agree”) to evaluate the degree of each variable.
Results and Discussion
Having been tested and determined to be valid, the survey data obtained from the 140 respondents can be used in data processing.
Table 2 shows the results of the recapitulation of the number of respondents obtained by using sample data of 30 respondents.
Table 1. (Continued) Respondent Demographics
No. Demography Frequency Percent Valid % Cumulative % 1
2 3 4
Income
<2.500.000
2.500.000 -5.000.000
>5.000.000 -10.000.000
>10.000.000 Total
39 33 45 23 140
27.9 23.6 32.1 16.4 100.0
27.9 23.6 32.1 16.4 100.0
27.9 51.5 83.6 100.0
1 2 3 4
Provider Indosat
Telkomsel (Simpati, AS) XL Axiata (XL, Axis) Other
Total
27 88 22 3 140
19.3 62.9 15.7 2.1 100.0
19.3 62.9 15.7 2.1 100.0
19.3 82.2 97.9 100.0
1 2 3 4
Intensity
1-2 times a month 3-4 times a month 5-6 times a month
>6 times a month Total
116 17
3 4 140
82.9 12.1 2.1 2.9 100.0
82.9 12.1 2.1 2.9 100.0
82.9 95.0 97.1 100.0
Figure 1.
Conceptual Framework
Table 2.
Validity Test for 30 Respondents
Dimension Corrected Item -
Total Correlation
Category Conscientiousness
I am a competent and efficient person.
I am an organized person.
I am a person who keeps fighting.
.727 .432 .599
Valid Valid Valid Extroversion
I am a sociable person.
I am a passionate person.
.409 .409
Valid Valid Customer Relationship Proneness
I like using the mobile service provider.
I want to be a regular customer of the mobile service provider.
.706 .706
Valid Valid Customer Satisfaction
The product from the mobile service provider used is the best.
Services are provided and obtained according to needs.
I am satisfied with the product from the mobile service provider that I purchased.
The choice and purchase of this mobile service provider product is the right choice.
If I lose my cellphone, I will use the services of another provider.
I enjoy the services offered.
I don’t like my decision to buy this service.
I don’t like using this mobile service provider’s product.s
.701 .702 .774 .816
.430 .824 .336 .399 .729 .879
Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid
The test results in Table 2 indicate that all the dimensions used have a “Corrected Item - Total Correlation” parameter value above the R table value of 0.3061. It can be stated that the high correlation level of that value signifies the a l i g n m e n t o r c o n s i s t e n c y o f a l l t e s t dimensions, resulting in data validation.
The next step is to perform a reliability test also using a total of 30 respondents, which serves to measure the consistency of the questionnaire as an indicator of a variable or construct, as illustrated in Table 3.
The analysis using SEM contains criteria for the type of fit index applied in measuring the d e g r e e o f c o n f o r m i t y b e t w e e n t h e hypothesized model and the data presented.
Based on the test results in Table 4, the GoF test meets the cutoff value, and the criteria meet the standards of a “good model.” The chi-square value is the only one which does not meet the goodness-of-fit criteria, or which has
“poor fit” characteristics. The model tested is considered good or satisfactory if the chi- square value is low.
From the outcome of the comparison of the results and cutoff value, it can be concluded t h a t t h e m o d e l a p p l i e d h a s m e t t h e requirements and can thus be used for estimation testing.
Estimation testing is carried out to find an estimate of a population parameter. Figure 2 and Table 5 describe and display the estimated value of the relationship between the five variables, showing the value of the results of the hypothesis tests conducted.
Table 2. (Continued)
Validity Test for 30 Respondents
Dimension Corrected Item -
Total Correlation
Category Using this mobile service provider is the best
experience.
I am sure to buy the product from this service.
Customer Loyalty
I will recommend buying and using the product of my chosen mobile service provider to others.
I will ignore the error in the service performed and continue to buy and use it.
The product of the mobile service provider is my main choice.
.643 .328 .657
Valid Valid Valid
Variable Cronbach’s Alpha Category
Conscientiousness Extroversion
Customer Relationship Proneness Customer Satisfaction
Customer Loyalty
.746 .572 .815 .907 .707
Sufficient Reliability Moderate Reliability Strong Reliability Perfect Reliability Sufficient Reliability
Table 3.
30 Respondent Reliability Test
The test results in Table 3 pertain to the reliability value of each variable. A variable with perfect reliability (alpha > 0.90) is customer satisfaction. Those with insufficient reliability (alpha > 0.70) are extroversion and customer relationship proneness, since the results obtained exceed the determination of alpha. Finally, those with moderate reliability (0.50 < alpha <0.70) are conscientiousness and customer loyalty.
The reliability test of the five variables in this study is followed by a goodness-of-fit (GoF) test using the SEM application, with a total of 140 respondents. The aim is to measure the accuracy of the sample regression function in estimating the actual value statistically. The GoF model can be measured from the suitability test value (Fit), which shows whether all the independent variables included in the model have a joint influence on the dependent variable. Table 5 displays the results of the GoF test.
Goodness -of-Fit
Indices Cutoff Value Result Category
X
2Chi-Square Probab ility CMIN/DF RMSEA GFI AGFI TLI CFI
Expected Small
≥ 0.05
≤ 2.00
≤ 0.08
≥ 0.90
≥ 0.90
≥ 0.95
≥ 0.95
151.356 .386 1.030
.015 .911 .873 .996 .997
Poor Fit Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit
Table 4.Goodness-of-Fit Test
Figure 2.
Estimation Path Chart
The test results in Table 2 indicate that all the dimensions used have a “Corrected Item - Total Correlation” parameter value above the R table value of 0.3061. It can be stated that the high correlation level of that value signifies the a l i g n m e n t o r c o n s i s t e n c y o f a l l t e s t dimensions, resulting in data validation.
The next step is to perform a reliability test also using a total of 30 respondents, which serves to measure the consistency of the questionnaire as an indicator of a variable or construct, as illustrated in Table 3.
The analysis using SEM contains criteria for the type of fit index applied in measuring the d e g r e e o f c o n f o r m i t y b e t w e e n t h e hypothesized model and the data presented.
Based on the test results in Table 4, the GoF test meets the cutoff value, and the criteria meet the standards of a “good model.” The chi-square value is the only one which does not meet the goodness-of-fit criteria, or which has
“poor fit” characteristics. The model tested is considered good or satisfactory if the chi- square value is low.
From the outcome of the comparison of the results and cutoff value, it can be concluded t h a t t h e m o d e l a p p l i e d h a s m e t t h e requirements and can thus be used for estimation testing.
Estimation testing is carried out to find an estimate of a population parameter. Figure 2 and Table 5 describe and display the estimated value of the relationship between the five variables, showing the value of the results of the hypothesis tests conducted.
Table 2. (Continued)
Validity Test for 30 Respondents
Dimension Corrected Item -
Total Correlation
Category Using this mobile service provider is the best
experience.
I am sure to buy the product from this service.
Customer Loyalty
I will recommend buying and using the product of my chosen mobile service provider to others.
I will ignore the error in the service performed and continue to buy and use it.
The product of the mobile service provider is my main choice.
.643 .328 .657
Valid Valid Valid
Variable Cronbach’s Alpha Category
Conscientiousness Extroversion
Customer Relationship Proneness Customer Satisfaction
Customer Loyalty
.746 .572 .815 .907 .707
Sufficient Reliability Moderate Reliability Strong Reliability Perfect Reliability Sufficient Reliability
Table 3.
30 Respondent Reliability Test
The test results in Table 3 pertain to the reliability value of each variable. A variable with perfect reliability (alpha > 0.90) is customer satisfaction. Those with insufficient reliability (alpha > 0.70) are extroversion and customer relationship proneness, since the results obtained exceed the determination of alpha. Finally, those with moderate reliability (0.50 < alpha <0.70) are conscientiousness and customer loyalty.
The reliability test of the five variables in this study is followed by a goodness-of-fit (GoF) test using the SEM application, with a total of 140 respondents. The aim is to measure the accuracy of the sample regression function in estimating the actual value statistically. The GoF model can be measured from the suitability test value (Fit), which shows whether all the independent variables included in the model have a joint influence on the dependent variable. Table 5 displays the results of the GoF test.
Goodness -of-Fit
Indices Cutoff Value Result Category
X
2Chi-Square Probab ility CMIN/DF RMSEA GFI AGFI TLI CFI
Expected Small
≥ 0.05
≤ 2.00
≤ 0.08
≥ 0.90
≥ 0.90
≥ 0.95
≥ 0.95
151.356 .386 1.030
.015 .911 .873 .996 .997
Poor Fit Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit
Table 4.Goodness-of-Fit Test
Figure 2.
Estimation Path Chart
In the structure of this model, the five hypotheses on the relationship between variables were tested. The results of the tested values of the relationship between the research variables can be seen in the probability value (P) in Table 5 above (as a value showing the relationship between hypotheses). If the probability value obtained from a hypothesis has a P value < 0.05, the hypothesis is accepted.
Conversely, if the probability value obtained from a hypothesis is (P > 0.05), the hypothesis is rejected.
First Hypothesis (H1)
The first hypothesis has been tested to find out whether conscientiousness (CON) has a positive influence on customer satisfaction.
(CSA). Based on the results in Table 5, the estimated parameter value of the standardized regression weight coefficient is 0.294 and the C.R value is 2.215. This points to a positive influence of conscientiousness on customer satisfaction. Since testing of the two variables has produced a probability value of 0.027 (P <
0.05), it can be stated that H1 is accepted.
Second Hypothesis (H2)
The second hypothesis has been tested to determine whether extroversion (EXT) has a positive effect on customer satisfaction (CSA).
The test results in Table 5 show that the estimated parameter value of the standardized regression weight coefficient is -0.23 and the C.R value is -0.402. This indicates no positive e f f e c t o f e x t r o ve r s i o n o n c u s t o m e r satisfaction. As testing of the two variables has produced a probability value of 0.688,
meaning that the resulting probability value exceeds the P-value < 0.05, it can be stated that H2 is rejected.
Third Hypothesis (H3)
The third hypothesis has been tested to determine whether extroversion (EXT) has a positive effect on customer relationship proneness (CRP). Based on the results in Table 5, the estimated parameter value of the standardized regression weight coefficient is 0.160 and the C.R value is 1.951. This indicates no positive effect of extroversion on customer relationship proneness. As testing of the two variables has produced a probability value of 0.051, meaning that the resulting probability value exceeds the P-value < 0.05, it can be stated that H3 is rejected.
Fourth Hypothesis (H4)
The fourth hypothesis has been tested to determine whether customer relationship proneness (CRP) has a positive influence on customer satisfaction (CSA). The results in Table 5 show that the estimated parameter value of the standardized regression weight coefficient is 0.718 and the C.R value is 6646.
This points to a positive influence of customer r e l a t i o n s h i p p r o n e n e s s o n c u s t o m e r satisfaction. Since testing of the two variables has produced a probability value of 0.000 (P <
0.05), it can be stated that H4 is accepted.
Fifth Hypothesis (H5)
The fifth hypothesis has been tested to determine whether customer satisfaction (CSA) has a positive influence on customer loyalty (CLO). Based on the results in Table 5,
the estimated parameter value of the standardized regression weight coefficient is 0.809 and the C.R value is 7.613. This indicates a positive influence of customer satisfaction on customer loyalty. As testing of the two variables has produced a probability value of 0.000 (P < 0.05), it can be stated that H5 is accepted. Hence, the results from testing the study's variables support three of the hypotheses (H1, H3, H5) and reject two (H2, H3). These findings concur with those by 'Smith (2020) showing no significant effect of extroversion on customer satisfaction.
Meanwhile, they differ from other research findings pointing to a positive influence of the extroversion variable on customer satisfaction with mediation by the customer relationship proneness variable (Mishra & Vaithianathan, 2015).
In terms of customers' personality and relationship with service providers, the results demonstrate both aspects that do not affect customer satisfaction with mobile service providers and those that do. More specifically, people who appear organized, conscientious and competent tend to be satisfied with their choices, while extroverted personalities, connected with friendliness and high spirits, are not found to have a significant effect on satisfaction. It can thus be concluded that certain customer personality traits can affect satisfaction and loyalty to mobile service providers, although it is important to keep in mind that the relationship between customer satisfaction and loyalty is complex (Bodet, 2008), including in the mobile service industry, where technology changes rapidly, making customer loyalty not easy to understand (Bahri- Ammari and Bilgihan, 2019).
This study's main limitations pertain to the breadth of mobile services investigated, the low frequency or intensity of such services (as most of the respondents only use them 1-2 times per month), and the narrow focus on the e f f e c t s o f t h e p e r s o n a l i t y t r a i t s o f conscientiousness and extroversion.
Future studies may want to consider other traits (e.g., agreeableness, neuroticism, openness) that potentially influence the variables of customer satisfaction and loyalty. Other potential effects worth considering for these variables would be the ability to use the technology acceptance decision variable (Venkatesh et al., 2000) and the intention to use mobile services. Thus, further research is expected to address these specific limitations and complement the findings of this study. The present findings can assist mobile service providers in understanding how to properly manage their service to obtain both customer satisfaction and loyalty. Mobile service providers ought to pay attention to customers who may be easily satisfied or dissatisfied, and susceptible to loyalty, based on their personality traits. This will enable companies to closely target their limited marketing resources. For example, mobile service providers can target customers who have more sociable, open personalities by adding new features, services or offers, so that these customers receive new experiences and feel happy and satisfied with the services provided, which will ultimately have an impact on loyalty. This study also shows that customers who have good relationships with service providers tend to feel satisfied and be loyal to such providers.
Conclusion
Mobile service providers continue to make large investments into gaining satisfaction and loyalty from customers. This can be seen from the intense competition in mobile services and technolog y moving quickly to attract customers' attention by comparing prices, services and technology features offered. This study finds that providers ought to pay close attention to customers' personality traits and their relationship with customers as they strive to boost customers' satisfaction, attitudes and loyalty. Proper management of mobile services and the provision of special offers and approaches toward customers can increase the intensity of their purchases.
Hypotheses Estimate S.E. C.R. P Hypotheses Supported?
CSAe CSAe CRPe CSAe CLOe
<---
<---
<---
<---
<---
CONe EXTe EXTe CRPe CSAe
,294 -,023
,160 ,718 ,809
,133 ,057 ,082 ,108 ,106
2,215 -,402 1,951 6,646 7,613
,027 ,688 ,051
***
***
Yes No No Yes Yes
Table 5.Estimation Test Results
In the structure of this model, the five hypotheses on the relationship between variables were tested. The results of the tested values of the relationship between the research variables can be seen in the probability value (P) in Table 5 above (as a value showing the relationship between hypotheses). If the probability value obtained from a hypothesis has a P value < 0.05, the hypothesis is accepted.
Conversely, if the probability value obtained from a hypothesis is (P > 0.05), the hypothesis is rejected.
First Hypothesis (H1)
The first hypothesis has been tested to find out whether conscientiousness (CON) has a positive influence on customer satisfaction.
(CSA). Based on the results in Table 5, the estimated parameter value of the standardized regression weight coefficient is 0.294 and the C.R value is 2.215. This points to a positive influence of conscientiousness on customer satisfaction. Since testing of the two variables has produced a probability value of 0.027 (P <
0.05), it can be stated that H1 is accepted.
Second Hypothesis (H2)
The second hypothesis has been tested to determine whether extroversion (EXT) has a positive effect on customer satisfaction (CSA).
The test results in Table 5 show that the estimated parameter value of the standardized regression weight coefficient is -0.23 and the C.R value is -0.402. This indicates no positive e f f e c t o f e x t r o ve r s i o n o n c u s t o m e r satisfaction. As testing of the two variables has produced a probability value of 0.688,
meaning that the resulting probability value exceeds the P-value < 0.05, it can be stated that H2 is rejected.
Third Hypothesis (H3)
The third hypothesis has been tested to determine whether extroversion (EXT) has a positive effect on customer relationship proneness (CRP). Based on the results in Table 5, the estimated parameter value of the standardized regression weight coefficient is 0.160 and the C.R value is 1.951. This indicates no positive effect of extroversion on customer relationship proneness. As testing of the two variables has produced a probability value of 0.051, meaning that the resulting probability value exceeds the P-value < 0.05, it can be stated that H3 is rejected.
Fourth Hypothesis (H4)
The fourth hypothesis has been tested to determine whether customer relationship proneness (CRP) has a positive influence on customer satisfaction (CSA). The results in Table 5 show that the estimated parameter value of the standardized regression weight coefficient is 0.718 and the C.R value is 6646.
This points to a positive influence of customer r e l a t i o n s h i p p r o n e n e s s o n c u s t o m e r satisfaction. Since testing of the two variables has produced a probability value of 0.000 (P <
0.05), it can be stated that H4 is accepted.
Fifth Hypothesis (H5)
The fifth hypothesis has been tested to determine whether customer satisfaction (CSA) has a positive influence on customer loyalty (CLO). Based on the results in Table 5,
the estimated parameter value of the standardized regression weight coefficient is 0.809 and the C.R value is 7.613. This indicates a positive influence of customer satisfaction on customer loyalty. As testing of the two variables has produced a probability value of 0.000 (P < 0.05), it can be stated that H5 is accepted. Hence, the results from testing the study's variables support three of the hypotheses (H1, H3, H5) and reject two (H2, H3). These findings concur with those by 'Smith (2020) showing no significant effect of extroversion on customer satisfaction.
Meanwhile, they differ from other research findings pointing to a positive influence of the extroversion variable on customer satisfaction with mediation by the customer relationship proneness variable (Mishra & Vaithianathan, 2015).
In terms of customers' personality and relationship with service providers, the results demonstrate both aspects that do not affect customer satisfaction with mobile service providers and those that do. More specifically, people who appear organized, conscientious and competent tend to be satisfied with their choices, while extroverted personalities, connected with friendliness and high spirits, are not found to have a significant effect on satisfaction. It can thus be concluded that certain customer personality traits can affect satisfaction and loyalty to mobile service providers, although it is important to keep in mind that the relationship between customer satisfaction and loyalty is complex (Bodet, 2008), including in the mobile service industry, where technology changes rapidly, making customer loyalty not easy to understand (Bahri- Ammari and Bilgihan, 2019).
This study's main limitations pertain to the breadth of mobile services investigated, the low frequency or intensity of such services (as most of the respondents only use them 1-2 times per month), and the narrow focus on the e f f e c t s o f t h e p e r s o n a l i t y t r a i t s o f conscientiousness and extroversion.
Future studies may want to consider other traits (e.g., agreeableness, neuroticism, openness) that potentially influence the variables of customer satisfaction and loyalty.
Other potential effects worth considering for these variables would be the ability to use the technology acceptance decision variable (Venkatesh et al., 2000) and the intention to use mobile services. Thus, further research is expected to address these specific limitations and complement the findings of this study.
The present findings can assist mobile service providers in understanding how to properly manage their service to obtain both customer satisfaction and loyalty. Mobile service providers ought to pay attention to customers who may be easily satisfied or dissatisfied, and susceptible to loyalty, based on their personality traits. This will enable companies to closely target their limited marketing resources. For example, mobile service providers can target customers who have more sociable, open personalities by adding new features, services or offers, so that these customers receive new experiences and feel happy and satisfied with the services provided, which will ultimately have an impact on loyalty.
This study also shows that customers who have good relationships with service providers tend to feel satisfied and be loyal to such providers.
Conclusion
Mobile service providers continue to make large investments into gaining satisfaction and loyalty from customers. This can be seen from the intense competition in mobile services and technolog y moving quickly to attract customers' attention by comparing prices, services and technology features offered. This study finds that providers ought to pay close attention to customers' personality traits and their relationship with customers as they strive to boost customers' satisfaction, attitudes and loyalty. Proper management of mobile services and the provision of special offers and approaches toward customers can increase the intensity of their purchases.
Hypotheses Estimate S.E. C.R. P Hypotheses Supported?
CSAe CSAe CRPe CSAe CLOe
<---
<---
<---
<---
<---
CONe EXTe EXTe CRPe CSAe
,294 -,023
,160 ,718 ,809
,133 ,057 ,082 ,108 ,106
2,215 -,402 1,951 6,646 7,613
,027 ,688 ,051
***
***
Yes No No Yes Yes
Table 5.Estimation Test Results
