The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services

Purpose – The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand...

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Bibliographic Details

Published in:	Spanish Journal of Marketing-ESIC
Main Author:	Trevor Alexander Smith
Format:	Article
Language:	English
Published:	Emerald Publishing 2020-10-01
Subjects:	customer personality customer satisfaction attitude-to-brand customer loyalty mobile services attitude to brand
Online Access:	https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2019-0036/full/pdf?title=the-role-of-customer-personality-in-satisfaction-attitude-to-brand-and-loyalty-in-mobile-services