The Role of Individual Characteristics on Customer Loyalty

Customer loyalty, which is defined as preferring a specified company in repurchases, plays a critical role to be successful in today’s competitive business environment. Present study investigates the personal factors which related with consumer loyalty in particular personality, locus of control, masculinity level and self esteem. By this way, consumer side of the loyalty concept is tried to be illuminated, which is a kind of relationship between consumer and firm. Under the scope of the study, face to face survey was conducted about individual factors that affect loyalty of students in the Faculty of Economic and Administrative Sciences of Kırıkkale University. And emotional stability, openness to experience, agreeableness are determined as personality traits which are positively related with customer loyalty. Moreover it is seen that internal locus of control, masculinity level and self respect are meaningfully related with customer loyalty. At last findings of the study are interpreted and some suggestions are made