USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY

Authors

  • Kenny Basso Faculdade Meridional (IMED)
  • Lélis Balestrin Espartel Pontifícia Universidade Católica do Rio Grande do Sul (PUC/RS)

DOI:

https://doi.org/10.19094/contextus.v13i1.401

Keywords:

Personality. Loyalty. Bank Retail. Consumption. Consumer behavior.

Abstract

This study seeks to understand what are the personality traits that can distinguish loyal individuals of non-loyal individuals, identifying patterns of personality traits. The research draws on the Theory of Personality Traits to distinguish and categorize individuals into groups according to levels of expressed loyalty. The study focused on the banking current account, with the management undergraduate student population. Through a cluster analysis, were identified three groups according to levels of loyalty. In the discriminant analysis, was possible to prove the distinction caused by personality variables. Personality characteristics among different individuals with different levels of loyalty were identified, which can assist in processes of segmentation, setting marketing strategies and in directing communication efforts.

Author Biographies

Kenny Basso, Faculdade Meridional (IMED)

Doutor em Administração pela Universidade Federal do Rio Grande do Sul (UFRGS);Professor e Pesquisador do Programa de Pós-graduação em Administração da Escola de Administração da Faculdade Meridional (IMED)

Lélis Balestrin Espartel, Pontifícia Universidade Católica do Rio Grande do Sul (PUC/RS)

Doutor em Administração pela UFRGS;Professor e Pesquisador do Programa de Pós-graduação em Administração da Pontifícia Universidade Católica do Rio Grande do Sul

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Published

2015-01-30

How to Cite

Basso, K., & Espartel, L. B. (2015). USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY. Contextus - Contemporary Journal of Economics and Management, 13(1), 7–33. https://doi.org/10.19094/contextus.v13i1.401

Issue

Vol. 13 No. 1: jan/apr 2015

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Articles

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