Personality traits as moderators of the relationship between customer satisfaction and loyalty

This study investigates the moderating role of personality traits on the relationship between customer satisfaction and loyalty. Survey data were collected from shoppers of two supermarkets in Beijing, China. The results show that consumers' characteristic of extraversion is positively related to the level of accrued loyalty, while consumer's characteristic of neuroticism attenuates the association between customer satisfaction and loyalty. Implications for managers in the retail context are also discussed.