The Impact of Personality Traits on the Consumers Switching Behavior, and the Moderating Role of Service Failure
Author(s):
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
The Aim of the research is to study the moderating role of service failure in the relationship between a three-set of personality traits as independent variables, and switching behavior as dependent. It is an applied explanatory research and of correlational nature. Iran Insurance Company customers in Ilam Province served as the research population. A convenience sample was taken, the size of which is measured using Cochrans formula. Following an initial study within the research structure, a standard instrument is administered, the face as well as the content validity of which was approved by some experts and academicians and its reliability was supported by 0.852 value of Cronbach's Alpha. Factor Analysis together with multivariate analysis, all set the framework of the research to analyze the data. Findings show that all the three independent variables including personality traits, emotional intelligence, and relationship involvement are in a significant relationship with the consumers switching behavior and the statistical fitness of the research model is also confirmed, i.e. although the service failure moderates the relationship between the three independent variables from a side, and the switching behavior as the dependent variable from the other side, but the effect is not that significant .
Keywords:
Language:
Persian
Published:
Management Studies in Development & Evolution, Volume:26 Issue: 85, 2018
Pages:
87 to 107
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