Keyword

Customer empowerment, customer satisfaction, retail, Big Five Personality Dimensions

Abstract

Big Five Personality Dimensions are considered important to understand how consumers behave and tend to prioritize aspects in a retail business environment. This research provides evidence of how the Big Five Personality Traits, including Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness, are positively correlated to Customer Empowerment or a “state of empowerment” perception, and how dimensions of Conscientiousness, Agreeableness, and Neuroticism have a significant relationship with a State of Empowerment promoted among consumers. For such purpose, this research uses a multiple regression analysis and data of consumers around the world who have experienced face-to-face interactions in the retail industry.


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