Personality traits and the process of store loyalty in a transactional prone context

Abstract

Purpose - This study sets out to replicate Garbarino and Johnson's paper, where the effects of trust, commitment and satisfaction towards service provider loyalty were examined. However, whereby Garbarino and Johnson tested their model in a relationship prone environment, i.e. a theatre company, this study was set in a retail context where transactional customers are more likely. Personality traits as a means to identify customers who are prone to forming relationships with their service providers were also investigated. Design/methodology/approach -In total, customers of two fast food independent stores in Melbourne, Australia completed 202 questionnaires. Findings - The findings in the pap..