Agreeableness and Customer Satisfaction: Effects of Customer Personality on the Relationship Between Factor Level and Overall Satisfaction With Banking Services

Highly satisfied, delighted customers of banking services have higher loyalty, less intention to change the bank and a higher intention to recommend it. It is well established that not all of the banking service attributes have the potential to delight customers. In fact, according to the three-factor theory of customer satisfaction, there are three factors that each affect overall customer satisfaction differently: basic, performance and excitement factors. This paper investigates how personality, especially agreeableness (high vs. low), can influence the relationship between attribute respectively factor level and overall satisfaction with banking services. The results clearly show that factor classification differs between customers high vs. low in agreeableness. The findings have implications for theory and practice.