The Moderation of Customer Personality on the Relationship between Customer Intimacy Customer Satisfaction and Customer Loyalty

Abstract

With the help of demand for leisure Tourism industry has been buoyant for few years especially B&B business in Taiwan However there is a trend that B&B market has an oversupply due to reduction of Mainland China traveler and other factors Therefore B&B hosts are facing the issue that how to survival from the increasingly competitive market Based on literature review in hospitality industry it is found that customer intimacy has significant influence on customer satisfaction and loyalty; while customer personality also has significant influence on customer satisfaction and loyalty However there are few paper that focus on the moderation of customer personality on the relationship between customer intimacy customer satisfaction and customer loyalty Hence the purpose of the paper is to explore how customer intimacy could influence customer satisfaction and loyalty under the moderation of customer personality 400 questionnaires were distributed from 7th April to 14th April 2019 and 341 questionnaires has been completed as valid The finding suggests that openness extraversion agreeableness and neuroticism significantly moderate the relationship between customer intimacy customer satisfaction and loyalty

Date of Award	2019
Original language	English
Supervisor	Shao-Chi Chang (Supervisor)