Customer Satisfaction with Online Banking: Effects of Personality Tra...

According to the well-established three-factor theory of customer satisfaction, there are three factor categories that each affect overall customer satisfaction in a different way: basic, performance and excitement factors. Additionally, customer personality plays an increasingly important role in the context of customer satisfaction. Thus, the authors report on an empirical study with 304 online banking customers in Austria that investigates the factor structure of customer satisfaction with online banking according to two of the five dimensions of customer personality: neuroticism and openness to experience. The results emphasise the importance of customer personality as a determinant of identifying value-enhancing service elements of online banking. The findings have implications for theory and practice.