Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?

Muhammad Ichwan Musa; Muhammad Ilham Wardhana Haeruddin; M. Ikhwan Maulana Haeruddin

Article Details

Research Article Volume 13 Issue 01

Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?

Muhammad Ichwan Musa • Muhammad Ilham Wardhana Haeruddin • M. Ikhwan Maulana Haeruddin

Published: 03 Oct 2018 Issue:Volume 13 Issue 01 Oct 2018 Author details below

Muhammad Ilham Wardhana Haeruddin

Universitas Negeri Makassar, Indonesia

M. Ikhwan Maulana Haeruddin

Universitas Negeri Makassar, Indonesia

The Big-Five personality types repurchasing decision social media social status qualitative method

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Abstract

Research summary

This paper aims to explore the Big-Five (5) personality types on customers’ purchase decisions, as it is regarded within the phenomenon of customers’ experienced meaning, which would shape how a person’s personality would define their meaning of perceptions toward an experience in repurchasing decisions. A qualitative study with semi-structured interviews was employed in order to answer the research objectives by interviewing 84 customers in café and restaurants in Makassar city. In this paper it was discovered that participants whose high level of personality traits such as Openness, Conscientiousness and Agreeableness are the ones who will tend to make repurchase decision in the culinary industry. Moreover, those with low level in dimension of Neuroticism show a substantial relationship in making repurchase decision toward service/goods in culinary industry merely for identity making, particularly their social status in social media. Based on the research findings, there are several factors (themes) identified in exploring the relationship between the big-five personality types (Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness to Experience) and repurchase decision in the culinary context. These are: 1) word of mouth and social status; and 2) price. This paper offers original contributions as this paper acknowledges the importance of a qualitative study in exploring the relationship between personality types and customers repurchase decision.

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Published 03 Oct 2018

How to Cite

Musa, M. I., Haeruddin, M. I. W., & Haeruddin, M. I. M.. (2018). Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?. Journal of Business and Retail Management Research, Volume 13 Issue 01.

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APA

Musa, M. I., Haeruddin, M. I. W., & Haeruddin, M. I. M.. (2018). Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?. Journal of Business and Retail Management Research, Volume 13 Issue 01.

MLA

Musa, Muhammad Ichwan, et al.. "Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?." Journal of Business and Retail Management Research, Volume 13 Issue 01, 2018.

Chicago

Muhammad Ichwan Musa, Muhammad Ilham Wardhana Haeruddin, and M. Ikhwan Maulana Haeruddin. "Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?." Journal of Business and Retail Management Research Volume 13 Issue 01 (03 Oct 2018).

Harvard

Musa, M. I., Haeruddin, M. I. W., & Haeruddin, M. I. M. (2018) Customers’ repurchase decision in the culinary industry: Do the Big-Five personality types matter?. Journal of Business and Retail Management Research, Volume 13 Issue 01

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