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Role of consumer personality and involvement in understanding customer experience

Jyoti Rawat
University Grants Commission Research Fellow, the University Business School, Guru Nanak Dev University, India
Bikram Jit Singh Mann
Ph.D., Associate Professor, the University Business School, Guru Nanak Dev University, India
. (29 DEC 2016).


The objective of this study is to understand customer experience which is a construct made up of experiential elements created by the organization such as product, service scape, and brand and that of consumers personal values and preferences. When the experiential element interacts with the consumer construct, it starts an involvement process that makes the consumer evaluate the product (as a measure) on hedonic and utilitarian dimensions. The product/brand, when used, elicits emotions that lead to purchase intention behavior which is presented in the structural model. The authors have followed Tan, Foo and Kwek (2004) nested model approach in order to achieve the best fitting model for testing our hypothesis.

Keywords: customer experience, personality traits, consumer involvement, product evaluation, emotions and satisfaction.
JEL Classification: M3, D11, D12.