Personality Matters: The Moderating Role of Big Five Personality Traits in Consumer Grudgeholding: An Analysis of Pakistan’s Automobile Industry
Keywords:
Poor Product Quality, Inadequate After-Sale Service, Customer Dissatisfaction, Brand Hate, Automobile IndustryAbstract
This study investigates the phenomenon of consumer grudgeholding in Pakistan's automobile industry, focusing on the direct effects of poor product quality and inadequate after-sale service. Drawing on the expanded theory of exit, voice, and retaliation, the research examines how these factors influence consumer dissatisfaction and subsequent behaviors such as brand exit, negative word-of-mouth, and retaliation. Additionally, the moderating role of the Big Five personality traits—extraversion, conscientiousness, neuroticism, agreeableness, and openness to experience—is explored to understand how individual differences shape consumer responses to dissatisfaction. Data were collected through a survey of 408 automobile owners in Pakistan, utilizing a purposive sampling technique. The findings reveal strong relationships between poor product quality, inadequate after-sale service, and consumer grudge holding, with significant behavioral outcomes. Poor product quality leads to brand exit and raising voice while poor after-sale-service leads to brand retaliation as well. Moreover, personality traits were found to significantly moderate these relationships, highlighting the importance of considering consumer personality in managing brand relationships. This research contributes to the literature by providing a comprehensive understanding of grudgeholding behavior in the automotive sector and underscores the critical need for improving product quality and after-sale services to mitigate negative consumer reactions. Implications for policymakers and industry practitioners are discussed to enhance customer satisfaction and loyalty in Pakistan's burgeoning automotive market.
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