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

Detalhes bibliográficos
Autor(a) principal: Basso, Kenny
Data de Publicação: 2015
Outros Autores: Espartel, Lélis Balestrin
Tipo de documento: Artigo
Idioma: por
Título da fonte: Contextus (Fortaleza. Online)
Texto Completo: http://periodicos.ufc.br/contextus/article/view/401
Resumo: 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.
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spelling USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTYUSO DE RASGOS DE PERSONALIDAD EN LA DIFERENCIACIÓN DE LOS CONSUMIDORES EN DIFERENTES NIVELES DE LEALTADO USO DE TRAÇOS DE PERSONALIDADE PARA A DIFERENCIAÇÃO DE CONSUMIDORES EM NÍVEIS DE LEALDADE DISTINTOSPersonality. Loyalty. Bank Retail. Consumption. Consumer behavior.Personalidad. Lealtad. Banco Minorista. Consumo. Comportamiento del consumidor.Personalidade. Lealdade. Varejo Bancário. Consumo. Comportamento do consumidor.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.Este estudio busca entender qué rasgos de personalidad que puede distinguir los leales de los no leales, identificando patrones de rasgos de personalidad. La investigación utilizó la Teoría de los Rasgos de la Personalidad para distinguir y categorizar a los individuos en grupos de acuerdo con los niveles de lealtad expresadas. El contexto del estudio fue la cuenta corriente bancaria, con una población estudiantil de Administración. Por medio de un análisis de conglomerados, se identificaron tres grupos de acuerdo con los niveles de lealtad. En el análisis discriminante, fue posible demostrar la distinción causada por las variables de personalidad. Características de personalidad distintos fueron identificados entre las personas con diferentes niveles de lealtad, lo que puede ayudar en los procesos de selección, definición de estrategias de marketing y dirección de los esfuerzos de comunicación.Este estudo procura compreender quais são os traços de personalidade que podem distinguir indivíduos leais de indivíduos não leais, identificando padrões de traços de personalidade. A pesquisa utilizou-se da Teoria dos Traços de Personalidade para distinguir e categorizar indivíduos em grupos de acordo com os níveis de lealdade expressos. O foco do estudo foi o serviço bancário de conta corrente, tendo estudantes de Administração como população. Por meio de uma análise de cluster, identificaram-se três agrupamentos de acordo com os níveis de lealdade. Na análise discriminante, foi possível comprovar a distinção provocada pelas variáveis de personalidade. Foram identificadas características de personalidade distintas entre indivíduos com diferentes níveis de lealdade, o que pode auxiliar em processos de segmentação, definição de estratégias de Marketing e no direcionamento de esforços de comunicação.FEAAC/UFC2015-01-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisa empírica de campoapplication/pdfhttp://periodicos.ufc.br/contextus/article/view/40110.19094/contextus.v13i1.401Contextus - Contemporary Journal of Economics and Management; Vol 13 No 1: jan/apr 2015; 7 - 33Contextus – Revista Contemporánea de Economía y Gestión; Vol. 13 Núm. 1: ene/abr 2015; 7 - 33Contextus – Revista Contemporânea de Economia e Gestão; v. 13 n. 1: jan/abr 2015; 7 - 332178-92581678-2089reponame:Contextus (Fortaleza. Online)instname:Universidade Federal do Ceará (UFC)instacron:UFCporhttp://periodicos.ufc.br/contextus/article/view/401/72514Copyright (c) 2015 Revista: apenas para a 1a. publicaçãohttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessBasso, KennyEspartel, Lélis Balestrin2021-11-22T12:12:34Zoai:periodicos.ufc:article/32227Revistahttp://periodicos.ufc.br/contextusPUBhttp://periodicos.ufc.br/contextus/oairevistacontextus@ufc.br2178-92581678-2089opendoar:2021-11-22T12:12:34Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)false
dc.title.none.fl_str_mv USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
USO DE RASGOS DE PERSONALIDAD EN LA DIFERENCIACIÓN DE LOS CONSUMIDORES EN DIFERENTES NIVELES DE LEALTAD
O USO DE TRAÇOS DE PERSONALIDADE PARA A DIFERENCIAÇÃO DE CONSUMIDORES EM NÍVEIS DE LEALDADE DISTINTOS
title USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
spellingShingle USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
Basso, Kenny
Personality. Loyalty. Bank Retail. Consumption. Consumer behavior.
Personalidad. Lealtad. Banco Minorista. Consumo. Comportamiento del consumidor.
Personalidade. Lealdade. Varejo Bancário. Consumo. Comportamento do consumidor.
title_short USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
title_full USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
title_fullStr USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
title_full_unstemmed USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
title_sort USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY
author Basso, Kenny
author_facet Basso, Kenny
Espartel, Lélis Balestrin
author_role author
author2 Espartel, Lélis Balestrin
author2_role author
dc.contributor.author.fl_str_mv Basso, Kenny
Espartel, Lélis Balestrin
dc.subject.por.fl_str_mv Personality. Loyalty. Bank Retail. Consumption. Consumer behavior.
Personalidad. Lealtad. Banco Minorista. Consumo. Comportamiento del consumidor.
Personalidade. Lealdade. Varejo Bancário. Consumo. Comportamento do consumidor.
topic Personality. Loyalty. Bank Retail. Consumption. Consumer behavior.
Personalidad. Lealtad. Banco Minorista. Consumo. Comportamiento del consumidor.
Personalidade. Lealdade. Varejo Bancário. Consumo. Comportamento do consumidor.
description 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.
publishDate 2015
dc.date.none.fl_str_mv 2015-01-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Pesquisa empírica de campo
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://periodicos.ufc.br/contextus/article/view/401
10.19094/contextus.v13i1.401
url http://periodicos.ufc.br/contextus/article/view/401
identifier_str_mv 10.19094/contextus.v13i1.401
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://periodicos.ufc.br/contextus/article/view/401/72514
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista: apenas para a 1a. publicação
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista: apenas para a 1a. publicação
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv FEAAC/UFC
publisher.none.fl_str_mv FEAAC/UFC
dc.source.none.fl_str_mv Contextus - Contemporary Journal of Economics and Management; Vol 13 No 1: jan/apr 2015; 7 - 33
Contextus – Revista Contemporánea de Economía y Gestión; Vol. 13 Núm. 1: ene/abr 2015; 7 - 33
Contextus – Revista Contemporânea de Economia e Gestão; v. 13 n. 1: jan/abr 2015; 7 - 33
2178-9258
1678-2089
reponame:Contextus (Fortaleza. Online)
instname:Universidade Federal do Ceará (UFC)
instacron:UFC
instname_str Universidade Federal do Ceará (UFC)
instacron_str UFC
institution UFC
reponame_str Contextus (Fortaleza. Online)
collection Contextus (Fortaleza. Online)
repository.name.fl_str_mv Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)
repository.mail.fl_str_mv revistacontextus@ufc.br
_version_ 1798045751711891456

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