The influence of extraversion on the categorisation of customer satis...

In the competitive area of banking services it is very important to identify possibilities to enhance customer satisfaction and to delight customers. Delighting customers is necessary in order to foster behavioral consequences such as loyalty, intention to recommend and diminished willingness to change the bank.It is well established that not all service attributes are able to lead to customer delight. In fact service attributes fall into three categories that affect overall customer satisfaction differently: basic, performance and excitement factors. This paper investigates how personality, especially extraversion (high vs. low), can influence the categorisation of these satisfaction factors. The results clearly show that behavioral consequences of customer satisfaction differ and significant differences in categorisation can be found between the two groups. The implications of the findings are important for theory and practice.