Commitment and Behavior Loyalty: The Moderating Effect of Personality Traits

Abstrack - The purpose of this study was to describe and analyze the influence of Commitment on Behavior Loyalty. Personality Traits was also examined as a moderator variable. Design of this study used survey method with data collection used questionnaire.   The study population was all consumer provider operators cellular in Southeast Sulawesi divided by 12 districts / cities which totaled 1.250.255 consumers. ). In this study sample is limited only 5 District / City, where the district will be divided by two regions, namely the archipelago and mainland territories. This study in determining the size of the sample used Slovin formula. The numbers of samples in this study were as many as 204 people. Method of data analysis used in this study was Partial Least Square (PLS). The result of this study showed that Commitment has significant effect on Behavioral Loyalty. The results could prove commitment make a real contribution to the behavior of loyal customers. Personality Trait as moderating the relationship commitment on Behavioral loyalty <Download Here>

Keywords: Commitment, Behavior Loyalty, Personality Trait

Author      : Sinarwaty, Alida Palilati, Hasanuddin Bua, Endro Sukotjo
Publikasi : Theijes.com