Personality And Its Affect On Consumer Satisfaction And Loyalty: An Airline Industry Perspective

The objective of this study is to determine if personality has a significant impact on consumer satisfaction and loyalty. The airline industry in the United States is often characterized by volatility with inconsistent revenue and profits from pandemics, natural disasters, and competition. One way to improve profits is to increase consumer satisfaction and loyalty. This study explores how personality impacts satisfaction and loyalty in the United States airline industry. Data were collected through an online survey in 2018 through Amazon Mechanical Turk and linear regression was employed to analyze the data. Data were collected about sample demographics – the Big Five personality types, loyalty, satisfaction, service quality, and trust. The study found that personality influences satisfaction more than it influences loyalty. This research can be used to increase the understanding of consumer satisfaction and loyalty in the United States airline industry, laying the groundwork for future studies about the connections between personality, satisfaction, and loyalty.