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Reeti Agarwal, Ankit Mehrotra, Victor A. Barger


This research investigates how different personality traits/attitude of the customers can be used to classify customers into categories that give an idea about how a customer will respond to service failures in the context of a restaurant. The participants indicated the extent to which they agreed or disagreed with a number of statements (with the backdrop of the Big Five Factors (dimensions) of personality (Goldberg, 1993).) that reflected their attitudes towards service failures and gave some insight into their personality traits. Factor analysis identified four types of personality traits in customers based on their attitude towards service failures: indifferent and self-critical, mixed up, empathetic and intolerant. Factors identified through EFA were validated through CFA followed by application of data mining techniques of feature selection and C&RT to generate rules that indicate which personality traits of customers make them likely or unlikely to revisit a restaurant after a service failure. 

Keywords: Big Five Factors of Personality; CFA; Data mining; service failure; feature selection; C&RT

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