Exploring the Role of Extrovert-Introvert Customers’ Personality Prototype as a Driver of Customer Engagement: Does Relationship Duration Matter?
Document Type
Article
Publication Date
3-2020
Publication Source
Journal of Retailing and Consumer Services
Abstract
Drawing on social exchange theory, the current study examines new drivers and their associated processes of customer engagement. In spirit, the study tests the direct and indirect impacts of the extraversion–introversion personality trait on customer engagement. The study takes into consideration the contingency role of time by testing the moderating role of relationship duration. Results demonstrate that the more extraverted customers are, the more they are likely to engage with service firms. Further, extraversion is positively related to customer–employee interaction, which in turn leads to more utilitarian and hedonic values perceived by customers. Both types of value, then, induce higher customer engagement behaviors in terms of customer referrals, knowledge sharing, and social-influence. Findings demonstrate that relationship duration moderates some of the examined relationships. The current study contributes to the literature by extending the knowledge on customer engagement's predisposition and social causes.
ISBN/ISSN
Online ISSN: 1873-1384; Print ISSN: 0969-6989
Publisher
Elsevier
Volume
53
Peer Reviewed
yes
Keywords
Customer engagement, Extraversion, Introversion, Personality, Customer–employee interaction, Utilitarian value, Hedonic value, Relationship duration
eCommons Citation
Kalra, Ashish; Itani, Omar S.; and Haddad, Rania El, "Exploring the Role of Extrovert-Introvert Customers’ Personality Prototype as a Driver of Customer Engagement: Does Relationship Duration Matter?" (2020). Management and Marketing Faculty Publications. 86.
https://ecommons.udayton.edu/mgt_fac_pub/86
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