Extraversion, Neuroticism and Customer ...

The telecommunications sector is a fast growing, highly competitive market. Thus, allocating resources target-oriented to the requirements of the customer portfolio takes on greater significance. This endeavour, however, is challenging. It premises background information on the delighting potential of different service quality aspects in order to enhance satisfaction of the customer base. In line with the three-factor theory, attributes/factors can be divided into three different categories, which reveal a concave, a linear or convex relationship to overall satisfaction: basic, performance and excitement factors. This paper investigates, by using an online survey with 201 respondents, how the personality of the customer, especially extraversion (high vs. low) and neuroticism (high vs. low), leads to a different attribute assignment into the basic, performance and excitement category. The findings have implications for theory and practice.