The influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia

211 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade The in luence o he Big Fi e, WOM communica ion and sa is ac ion on consume loyal y in he Republic o Se bia Suzana Djukic1, Jelena S anko ic2 1 Uni e si y o Nis, Facul y o Economics, Depa men o Business Managemen , Se bia, ORCID: 0000-0003-1640- 2365, [email p o ec ed]; 2 Uni e si y o Nis, Facul y o Economics, Depa men o Business Managemen , Se bia, ORCID: 0000-0002-1405- 3790, [email p o ec ed]. Abs ac : The concep o consume loyal y plays an impo an ole in business exis ence in he cu en compe i i e business en i onmen . Consume loyal y is esea ched in di e en ways by conside ing he cha ac e is ics o he consume ’s pe sonali y, mu ual communica ion be ween consume s, and hei sa is ac ion wi h he company, p oduc s/se ices and nume ous o he de e minan s. Consume pe sonali y is a po en ial ma ke ing s a egy o inc easing loyal y owa ds a company, p oduc and/o se ice, because many cus ome s choose p oduc s ha ma ch hei pe sonali y. The manne o communica ing and con eying he expe ience o he p oduc also depends on he consume ’s pe sonali y ai s, and his u he a ec s a consume ’s loyal y. Also, consume sa is ac ion is ano he concep o quali a i e and quan i a i e assessmen o consume s a e pu chase, and i is a p edic o o consume loyal y and a ee sou ce o p omo ion o he company. The au ho s’ goal is o examine he ela ionship be ween he concep o consume pe sonali y, wo d o mou h (WOM) communica ion, consume sa is ac ion, and loyal y on he mobile phone ma ke in he Republic o Se bia, and hen o make ele an conclusions abou he mu ual in luence o he gi en ac o s in ela ion o he conduc ed empi ical analysis. The da a was ob ained wi h he help o an online su ey ques ionnai e, while he esul s we e p ocessed in s a is ical so wa e packages o social sciences SPSS and AMOS. The esea ch esul s show ha all he esea ched a iables included in he pape (Big Fi e, WOM communica ion, sa is ac ion) signi ican ly in luence consume loyal y on he a o emen ioned ma ke in he Republic o Se bia. The esea ch explici ly builds on and con ibu es o p e ious li e a u e on b and managemen , as i analyzes impo an p edic o s o consume loyal y wi hin a speci ic esea ch a ea. Fu u e s udies could s eng hen he exis ing li e a u e by analyzing consume loyal y owa ds a speci ic b and. Keywo ds: Big Fi e, WOM communica ion, sa is ac ion, consume loyal y, Republic o Se bia. JEL Classi ica ion: M30, M31. APA S yle Ci a ion: Djukic, S., & S anko ic, J. (2024). The in luence o Big Fi e, WOM communica ion and sa is ac ion on consume loyal y in he Republic o Se bia. E&M Economics and Managemen , 27(4), 211–229. h ps://doi.o g/10.15240/ ul/001/2024-5-023 Ea ly Access Publica ion Da e: Oc obe 14, 2024. 212 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade In oduc ion The concep o consume loyal y is a key opic o ma ke ing esea che s. Consume loyal y esea ch was ocused on iden i ying ac o s ha de e mine loyal y, de e mining he s eng h o he ela ionship be ween hose ac o s, and ega ding hei ela ionship wi h wo possible ou comes o loyal y: pu chase in en ion and loyal y ac ion (pu chase). The ype and cha - ac e is ics o he p oduc /se ice, p oduc p ice, he ma ke size (in e ms o he num- be and s uc u e o consume s), as well as he in ensi y o he o e , i.e., compe i o s, signi ican ly de e mine he s eng h o he con- nec ion be ween loyal y de e minan s, loyal y in en ion, and ac ion (Chesnoko a e al., 2014; Rowley, 2005). Howe e , he ci cums ances in which com- panies seek o de elop a ac i e consume loyal y s a egies ha e changed d as ically in ecen yea s, especially in he pe iod du - ing and a e he global pandemic. Namely, wo d o mou h (WOM) communica ion became he main ac o in shaping consume s’ p e e - ences and a i udes and hei in en ion o i s and epea pu chases (Mau i & Minazzi, 2013; Meine s e al., 2010). WOM communica ion be- ween consume s is in ensi ied in he i ual en- i onmen o he ex en ha i becomes he basic sou ce o consume in o ma ion, b and e alua- ion, and inal consume choice. The in luence o he company and i s messages, especially p opaganda ones, on he c ea ion o consume p e e ences and a i udes is dec easing, while he in luence o WOM is becoming a mo e signi ican . The la es esea ch on di e en p oduc /se ice ca ego ies con i ms his wi hin he dai y indus y (Nguyen e al., 2022), bank- ing indus y (Hasan e al., 2020), ou ism and hospi ali y (Se a Can allops & Sal i, 2014), spo s se ice (Alguacil e al., 2018), he au o- mobile indus y (Choi e al., 2022), he ai line indus y (Seo e al., 2020), and mobile com- me ce (S e ko e al., 2023). Howe e , indi iduals di e in hei p o- pensi y o WOM. The e a e indi iduals who p edominan ly spend hei ee ime in he i - ual space, exchanging in o ma ion and expe i- ences h ough a ious pla o ms, especially h ough social media (SM). They in ensi ely ansmi and ecei e in o ma ion and sa is y all hei in o ma ion needs on SM. On he o he hand, he e a e indi iduals who a e scep ic o in o ma ion ansmi ed ia i ual means, and selec i ely conside he use ulness and ele ance o in o ma ion om such sou ces. Indi iduals’ inclina ions owa ds WOM, includ- ing eWOM, depend on a ious ac o s, such as pe sonali y cha ac e is ics, he deg ee o sa is- ac ion wi h exis ing pu chases, and he deg ee o a achmen o he b and and/o company (Alguacil e al., 2018; Hosseinali e al., 2014; Kazemi e al., 2013). Pe sonali y cha ac e is ics a ec all as- pec s o a pe son’s beha io , including hei buying and consump ion beha io . Pe sonali y ai s a e in e nal psychological cha ac e is ics ha de e mine and e lec he way a pe son esponds o hei en i onmen (Hall & Lindzei, 1998). Pe sonali y is complex o esea ch be- cause i canno be seen, and only he e ec s o i s mani es a ion can be analyzed. Acco ding o pe sonali y ai s, indi iduals di e in open- ness, iendliness, a ionali y, emo ionali y, c e- a i i y, and impulsi eness. T ai heo y is one o he i e pe sonali y heo ies ha explici ly explains a se o pe sonali y cha ac e is ics ha can be used o desc ibe and unde s and peo- ple’s gene al p edisposi ions. One pe sonali y ai mani es s in a di e en way in each indi id- ual. Acco ding o Allpo (1961), one pe son’s s ubbo nness is di e en om any o he pe - son’s s ubbo nness, and he way one pe son’s s ubbo nness in e ac s wi h hei ex a e sion and c ea i i y canno be duplica ed by any o he indi idual. In acco dance wi h he abo e, he e a e wo schools o ai heo y. The i s school belie es ha all people ha e he same se o ai s and ha each o hem is di e en because he deg ee o mani es a ion o each ai is di e en . Ano he school conside s ha indi idual di e ences a ise om a combina ion o ai s, which a ies om pe son o pe son, so ha each pe son has hei own se o spe- ci ic ai s (S e nbe g, 2000). Beginning wi h his second school, he app oach ha is dominan ly used in pe sonali y ai esea ch began wi h Gal on (1884), and con inued wi h Big Fi e model (McC ae & Cos a, 1990). This model is conside ed one o he p ima y benchma ks in pe sonali y ai heo y. A la ge numbe o au- ho s use his model in esea ch, gi en ha i explici ly explains human beha io (Anas asiei & Dospinescu, 2018; Rahman e al., 2018; Seo e al., 2020). The e o e, he pape con ibu es o he ai heo y o pe sonali y by examin- ing se a iables in he mobile phone ma ke in Se bia. 213 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade Indi iduals’ p e e ences o WOM depend on he deg ee o sa is ac ion wi h p e ious pu - chases. In addi ion o he ac ha sa is ied con- sume s buy mo e and mo e o en han hose who a e no sa is ied, hey sp ead posi i e in o ma ion abou he b and and he company (Hasan e al., 2020). On he o he hand, dis- sa is ied consume s sp ead nega i e in o ma- ion abou he b and and company o o he consume s, and change he b and i hei dis- sa is ac ion is cumula i e. Howe e , he deg ee o sa is ac ion de e mines no only he inclina- ion owa ds bu also he in ensi y o eWOM. I has been p o en ha a highe deg ee o sa - is ac ion esul s in mo e in ense WOM and in- luence on consume s’ in en ions and/o u u e pu chases (Anas asiei & Dospinescu, 2018; Kazemi e al., 2013; Seo e al., 2020). The mobile phone indus y is one o he mos dynamic, since echnological p og ess and knowledge ha e in luenced he neces- si y o in ensi ely inno a e in o de o sa is y inc easingly demanding consume s. In o de o main ain hei ma ke posi ions, mobile phone manu ac u e s mus ind new bases o p oduc di e en ia ion and c ea e addi ional bene i s o consume s. The dominance o sma phones and hei use in sea ching o in o ma ion, mo- bile shopping h ough apps/websi es, en e ain- men , and gi ing e iews has adically changed he way o compe ing in he a o emen ioned ma ke (Gibson, 2021; Nica, 2021; S ehel e al., 2021). This has become mo e p onounced in ecen yea s due o he global pandemic. This is con i med by da a ha e eals ha he numbe o sma phones sold in he wo ld inc eased e e y yea be ween 2009 and 2019. A sligh downwa d end was no ed and e- sea ched in 2020 (1.35 billion), as compa ed o 2019 (1.54 billion), bu a sligh inc ease was no ed and esea ched in 2021 (1.43 billion) as compa ed o 2020 (S a is a, 2022). Acco ding o he Republic Ins i u e o S a is ics o Se bia, 95.5% o indi iduals owned a mobile phone in 2021, which is 1.4% mo e han was he case in 2020; o he o al numbe o mobile phone owne s, 93% use a mobile phone o cha ing o e he in e ne , 84.7% use i o send online messages (Skype, Vibe , Wha sapp, Messen- ge ), 74.3% use i o pa icipa e in social ne - wo ks, and 74.3% use i o sea ch in o ma ion abou p oduc s and se ices (Republic Ins i u e o S a is ics o Se bia, 2022). P e ious da a indica es ha , in u u e yea s, companies mus de elop a ac i e and expe ien ial ma ke - ing means o achie e consume sa is ac ion and loyal y in o de o e ain hei consume s (Ma ques & Dias, 2022). This u he means ha i is necessa y o analyze he ac o s ha in luence he decision-making p ocess, such as WOM communica ion gene a ed by consume s (Choi & Lee, 2017), us and pe cei ed isk (Guo e al., 2018), pe sonal cha ac e is ics (Seo e al., 2020), sa is ac ion (And onie e al., 2021; Lăză oiu e al., 2020), and in en ion o pu chase p oduc s and se ices (Boonsi i - omachai & Sud-On, 2020). S a ing wi h he impo ance o WOM o he pu chasing decisions o mode n consume s, hei a ac ion and e en ion, he cha ac e is- ics o consume s’ pe sonali ies and he deg ee o hei sa is ac ion as p edic o s o WOM and consume loyal y, he main esea ch goal o he au ho s in his pape is o examine whe h- e hese a iables ha e an impac on consume loyal y in he ield o mobile phones ade in he Republic o Se bia. In he esea ch model, pe sonali y cha - ac e is ics and consume sa is ac ion a e he wo an eceden s o WOM. Pe sonal- i y cha ac e is ics we e in es iga ed acco ding o he Big Fi e model (ex o e sion, accep - abili y, conscien iousness, neu o icism, and openness), whe eby he connec ion be ween he i e pe sonali y cha ac e is ics indi idually and he deg ee o consume sa is ac ion wi h he indi idual’s endency owa ds WOM we e es ed. In he second pa o he model, an in- di idual’s endency owa ds WOM is iewed as a di ec an eceden o consume loyal y, and consume sa is ac ion is iewed as bo h a di ec and an indi ec an eceden o con- sume loyal y. This pape con ibu es o illing he gap in he exis ing li e a u e h ough se - e al aspec s. Fi s , new a iables a e in eg a ed in o he esea ch in o de o ge o know and unde s and he ac o s ha in luence consume loyal y in he esea ched ma ke in he Republic o Se bia. Second, he con ibu ion o he pape is e lec ed in he small numbe o esea ches in his ield in he Republic o Se bia. Thi d, he applied s a is ical analysis (SEM model) p o ides mo e indica i e esul s, on he basis o which ele an conclusions we e eached in he in e p e a ion o he concep s o he Big Fi e, WOM communica ion, consume sa is ac- ion and loyal y. Finally, he Republic o Se bia is cha ac e ized by nume ous mig a ions, and 214 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade he e o e he in eg a ion o di e en peoples who also exhibi di e en pe sonal cha ac- e is ics. Based on he analysis o pe sonal cha ac e is ics and se hypo heses, ce ain conclusions can be d awn in ela ion o whe he he popula ion o Se bia is co dial and p one o ecommenda ions o an isocial and closed o communica ion. The s a ing assump- ion is ha he mo e consume s a e p one o WOM and sa is ied wi h he b and, he highe hei loyal y o he b and will be in he u u e. On he basis o he conduc ed empi ical e- sea ch, as well as exis ing esea ch, we will be able o conduc a compa a i e analysis and p o ide guidelines o he s a egic esponse o he company. 1. Theo e ical backg ound 1.1 Big Fi e and WOM communica ion The cha ac e is ics o an indi idual’s pe sonali y signi ican ly in luence all aspec s o hei beha - io , including hei pu chasing and consump ion beha io . Th ough hei beha io , a pe son s i es o achie e an ideal e sion o hem- sel es, and hei shopping and consump ion beha io should enable and ein o ce his. Pe - sonali y is de ined as he pa e n o hough s, eelings, a i udes, habi s and beha io o each indi idual ha pe sis s o e ime in di e en si ua ions, dis inguishing one indi idual om o he s (Guile a e al., 2019). The pe sonali y ai s o an indi idual as a consume a e ana- lyzed in ma ke ing on he basis o a pe sonal concep (Casidy e al., 2009). In consump ion, he pe sonal concep ep esen s he a i ude ha a pe son has abou hemsel es which is mani es ed h ough pu chases. Howe e , indi iduals change o e ime – hey adop new pe sonali y ai s and de elop a di e en way o hinking. This means ha he concep o pe - sonali y ai s is a dynamic ca ego y and should be con inuously esea ched (Pe in, 2003). A pe son’s sel -awa eness is a key ac o o he pe sonal mindse . Acco ding o James (1892), he e a e h ee ypes o pe sonal iden i y. Ma e ial iden i y is he i s one, and i ocuses on he indi idual, amily and his o he p ope y. Social iden i y is he second, and i shows how o he people pe cei e he indi idu- al. The hi d is he spi i ual iden i y, and i shows he inne being (a i udes, mo i es, emo ions, opinions, and wishes). Acco ding o Cooley (1998), an Ame ican sociologis , social iden i y is he mos popula . He desc ibed he o ming o iden i y as a e lec ion in he mi o , which means ha e e y pe son o ms hei iden i y acco ding o he manne in which o he people see him o he . The model ha is dominan ly used in he analysis o pe sonali y ai s is he Big Fi e model o McC ae and Cos a (1990), which in ol es i e dimensions: ex o e sion, ac- cep abili y, conscien iousness, neu o icism, and openness. Ex o e sion, as a ai , e e s o people who a e ac i e, communica i e, un and op imis ic. Resea ch shows ha ex o- e ed people ha e a posi i e a i ude owa ds he social en i onmen (Ge be e al., 2011). Ad- di ionally, ex o e sion mani es s i sel h ough he cha ac e is ic o obus ness. People who possess such ai s show a s ong po en ial o leade ship (Ba one e al., 2009; Judge & Bono, 2000). Based on he esea ch, a ini y owa ds leade ship can only be obse ed in he example o ex o e sion o conscien iousness (Ba one e al., 2009). Acco dingly, his esea ch was ope a ionalized based on he ollowing h ee pe sonali y ai s: alka i e, social, asse i eness (McC ae & Cos a, 1990). Accep abili y is a ai o indi iduals who a e so -hea ed, kind-hea ed, and us ing, and who app ecia e he quali y o in e pe sonal o ien a ion. Emo ions a e mo e powe ul and ha de o powe in people who a e cha ac e ized by accep abili y, i.e., pleasan ness (Finley e al., 2016). Also, people who a e pleas- an wan o main ain posi i e ela ionships in hei social en i onmen (Jensen-Campbell & G a- ziano, 2001). In his esea ch, he accep abili y dimension was o med based on he ollowing emo ions: ough and ca e ul (McC ae & Cos a, 1990). Conscien iousness e e s o people who a e o ganized, eliable, diligen , sel -disciplined, punc ual, idy, ambi ious and pe sis en (Ko- ma aju e al., 2011). Resea ch shows ha conscien iousness has a posi i e co ela ion wi h egocen ic pe ec ionism (S oebe e al., 2009), al hough he di e ences be ween high conscien iousness and pe ec ionism a e sig- ni ican . On he one hand, people who s i e o pe ec ionism a e no pleased wi h he ealized esul s, and a e usually mo i a ed by he lack o success. On he o he hand, people who pos- sess he cha ac e is ic o conscien iousness a e mo i a ed by he desi e o success and show sa is ac ion wi h inished asks (Hewi & Fle , 2007). Analyzing a la ge numbe o ai s, he ol- lowing pe sonali y ai s we e applied in he pa- pe wi hin he dimension o conscien iousness: 215 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade undamen al, lazy, and e icien (McC ae & Cos a, 1990). Neu o icism, as a ai , conce ns people who a e ne ous, emo ional, and insecu e. Such pe sons e y o en ha e un ealis ic ideas, a e p one o psychological p oblems and o en eac inapp op ia ely. The emo ions ope a ional- ized in he esea ch a e ca ing, as kni ing, and elaxed (McC ae & Cos a, 1990). Openness is he cha ac e is ic o people wi h b oad in e - es s, who a e c ea i e, o iginal, and imagina i e. Such pe sons e y o en app ecia e wo king on hemsel es, ha e a highe le el o ole ance, and explo e he unknown. The ollowing pe son- ali y cha ac e is ics we e applied in his pape : o iginal, alues a is ic expe iences, and imagi- na i e (McC ae & Cos a, 1990). Knowledge o pe sonali y cha ac e is ics is key o unde s anding he consume s’ enden- cy owa ds WOM, as i is one o he main ac o s in luencing consume beha io in he p ocess o sea ching, choosing and using p oduc s. When making a pu chase decision, consume s go h ough di e en le els o isk (Mundel e al., 2018). I is belie ed ha consume s publishing hei ecommenda ions and con eying hei pe sonal expe ience can signi ican ly mi iga e he isk o a pu chase (Li & Du, 2011). In con- di ions o sa u a ion o in o ma ion ob ained h ough mass media and doub s abou he u h and objec i i y o such in o ma ion, WOM be- comes he mos ele an sou ce o in o ma ion in he pu chase p ocess o many consume s (Anas asiei & Dospinescu, 2018; Boonsi i oma- chai & Sud-On, 2020; Seo e al., 2020). Con- sequen ly, WOM ep esen s a eliable sou ce o in o ma ion in mode n condi ions, which has a huge in luence on he o ma ion o consume a i udes and u u e pu chase in en ions. Namely, an indi idual’s endency owa ds WOM is la gely de e mined by hei pe sonal- i y ai s. Resea ch conduc ed by Hosseinali e al. (2014) indica ed a signi ican connec ion be ween mos pe sonali y cha ac e is ics ac- co ding o he Big Fi e model (ex o e sion, ag eeableness, openness, and neu o icism) and he endency o ansmi WOM. Thus, o example, he au ho s Anas asiei and Dospi- nescu (2018) poin ou ha each pe sonali y ai is ela ed o ha pe sonali y’s endency owa ds WOM, especially in he online en i on- men (e-WOM). Hence, i is posi ed: H1: The e is a signi ican posi i e ela- ionship be ween he Big Fi e and WOM communica ion. 1.2 WOM communica ion and consume sa is ac ion and loyal y Unde s anding he ela ionship be ween con- sume sa is ac ion and WOM communica ion is key o managing he in en ion o sa is ied con- sume s o sp ead posi i e WOM abou he com- pany and i s b ands (Popp & Wo a schek, 2017). Namely, WOM communica ion can be posi i e o nega i e, and i is di ec ly ela ed o he deg ee o consume sa is ac ion. When consume expec a ions a e no me , he consume is p one o nega i e WOM, which shows hei us a ion and inc easing anxie y, and wa ns o hem wan ing and/o seeking compensa ion (Yang & Mundal, 2022). The p o- pensi y o nega i e WOM is g ea e han simply complaining o he company. This ou come is ex- emely un a o able because i is ansmi ed o a la ge numbe o people in a i al en i onmen ia eWOM (Yang & Mundal, 2022). They sp ead b and ha e (Zhang e al., 2020). Con inued dis- sa is ac ion leads o swi ching o ano he b and. Posi i e WOM, on he o he hand, is a a- o able ou come o he company, and i is ela - ed o he ul illmen o consume expec a ions, i.e., hei sa is ac ion. Sa is ied consume s con ey posi i e commen s ha ha e a posi- i e impac on b and epu a ion (Iqbal e al., 2021). This si ua ion helps he company a ac new cus ome s and inc ease hei p opensi y o make pu chases. Sa is ied consume s p o- mo e he company wi hou di ec compensa- ion om he company, which has much mo e c edibili y han he company’s p omo ional messages. The connec ion be ween consume sa is ac ion and hei in en ion, i.e., he desi e o alk abou hei sa is ac ion o o he consum- e s was i s con i med in ma ke ing esea ch almos h ee decades ago. The posi i e ela- ionship be ween sa is ac ion and WOM in en- ion is pa icula ly p onounced in he se ice ma ke due o he in angible na u e o se ices, as p o en by esea ch (P ayag e al., 2017). Howe e , consume sa is ac ion does no necessa ily lead o WOM. The e a e s udies ha ha e no con i med a posi i e ela ionship be ween hese a iables. Swanson and Hsu (2012) came o he conclusion ha cus om- e s who a e sa is ied wi h hei pu chases do no necessa ily ecommend he company o con ince o he s o buy. The ela ionship be- ween sa is ac ion and posi i e in en ions owa ds eWOM has also no been con i med in he ield o es au an se ices (Yang, 2017). 216 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade On he basis o he a o emen ioned, we o mu- la ed he ollowing hypo hesis: H2: The e is a signi ican posi i e ela- ionship be ween consume sa is ac ion and WOM communica ion. Nume ous s udies ha e shown ha WOM communica ion di ec ly and p opo ionally posi i ely a ec s consume loyal y, i.e., u u e pu chase in en ion (Skackauskiene e al., 2016). The s eng h o he ela ionship be ween hese wo a iables is condi ioned by he le el o consume loyal y con eyed by WOM, ha is, indi ec ly by he le el o ealized sa is ac ion as a p edic o o loyal y (Wang e al., 2010). Mo e loyal consume s show a g ea e endency o exp ess hei posi i e a i udes and b and ecommenda ions han hose consume s who a e less loyal (Wo hing on e al., 2010). Howe e , he ques ion a ises o whe he consume s’ g ea e endency owa ds posi i e WOM means g ea e loyal y o he b and in he u u e. The e o e, he in e se ela ionship be ween hese wo a iables was no he sub- jec o he au ho ’s esea ch, i.e., whe he WOM endency can be conside ed an an eced- en o b and loyal y. The e o e, i is pos ed: H3: The e is a signi ican posi i e ela- ionship be ween WOM communica ion and consume loyal y. 1.3 Consume sa is ac ion and loyal y Consume sa is ac ion is he e alua ion o cus ome s a e a pu chase, and is based on he concep o alue (Lin & Wang, 2006). Acco ding o Yang e al. (2017), sa is ac ion can be measu ed by obse ing he a ia ions in he eeling el be o e and a e he cus- ome uses any p oduc o se ice. Sa is ac ion leads o loyal y, which means ha sa is ac ion is a necessa y an eceden o consume s o be- come loyal (Mo ei a e al., 2016). Ensu ing sa is ac ion is he main ool o c e- a ing long- e m consume loyal y and achie ing supe io business pe o mance. In he long un, ealized cus ome sa is ac ion has a posi i e impac on u u e cash low, ma ke sha e and p o i s. Sa is ied consume s a e less sensi i e o p ice changes and c oss-selling (Kazemi e al., 2013; Rahi & Ishaq, 2020). G ea e busi- ness pe o mance is also he esul o he in lu- ence o sa is ied consume s on a ac ing new consume s (Sama & Mazu i, 2019). P e ious s udies ha e shown ha a sa is- ied cus ome is a ee sou ce o b and and business p omo ion, which educes he cos o a ac ing new cus ome s. In acco dance wi h he a o emen ioned esea ch, we hypo hesize he ollowing: H4: The e is a signi ican posi i e ela ion- ship be ween cus ome sa is ac ion and loyal y. 2. Resea ch me hodology 2.1 Resea ch sample The esea ch was conduc ed in he e i o y o Se bia be ween June and Augus 2022, and he o al numbe o esponden s was 300. An online su ey ques ionnai e was dis ibu ed Fig. 1: Concep ual esea ch model based on he de eloped hypo heses Sou ce: own Big Fi e WOM Sa is ac ion Loyal y H1 1 H2 1 H3 1 H4 1 Ex o e sion Accep abili y Conscien iousness Neu o icism Openness 217 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade o a simple andom sample. The su ey ques- ionnai e was o mula ed in such a way ha he esponden s had o answe each ques ion. The esponden s we e in o med a he begin- ning o he ques ionnai e ha he ques ion- nai e is anonymous and ha he da a will only be used o esea ch pu poses. The numbe o ques ionnai es used in he pape is 294, due o he elimina ion o ex eme poin s in he SPSS p og am, based on he box plo diag am. The demog aphic cha ac e is ics o he sample a e shown in Tab. 1. 2.2 Measu es Empi ical esea ch was conduc ed wi h he help o su ey me hods, while an online ques ion- nai e s uc u ed as ollows was used o collec in o ma ion. Fi s , he posed ques ions included he demog aphic cha ac e is ics o he espon- den s, ollowed by s a emen s ela ed o he di- mensions o he consume ’s pe sonali y and s a emen s ela ed o WOM communica ion wi h consume s, consume sa is ac ion, and loyal y. A o al o 14 i ems we e adap ed om McC ae and Cos a (1990) o measu e pe sonali y cons uc s: ex o e sion – 3 i ems (e.g., “I am a alka i e pe son”); accep abili y – 2 i ems (e.g., “I am a ough pe son”); conscien ious- ness – 3 i ems (e.g., „I am a undamen al pe - son”); neu o icism – 3 i ems (e.g., „I am a ca ing pe son”); and openness – 3 i ems (e.g., „I am a o iginal pe son”). To measu e WOM com- munica ion wi h consume s, 2 i ems we e adap ed in acco dance wi h Liu (2006), while sa is ac ion was examined based on 2 i ems which we e adap ed in acco dance wi h Fo nell (1992). Findings ega ding consume loyal y we e adap ed om Aake (1997) and Ra ch o d (1987), and we e measu ed by 4 i ems. The e- sponden s exp essed hei deg ee o ag eemen wi h he o e ed s a emen s using a i e-poin Like scale, whe ein g ade 1 means comple ely disag ee and g ade 5 means comple ely ag ee. C onbach eliabili y es ima es we e used o as- sess he in e nal consis ency o he scales. 2.3 S a is ical analysis In o de o each ele an conclusions, da a analysis was pe o med in he s a is ical so - wa e packages o social sciences (The S a- is ical Package o Social Sciences – SPSS, e sion 21) and AMOS ( e sion 18). Rega ding Elemen Numbe o esponden s Pe cen age sha e (%) Gende 294 100.00 Male 105 35.71 Female 189 64.29 Age 294 100.00 Up o 20 yea s 24 8.16 21–30 yea s 207 70.41 31–40 yea s 63 21.43 Educa ion 294 100.00 High school 62 21.09 College/uni e si y 95 32.31 Facul y/mas e 137 46.60 S a us 294 100.00 Employed 215 73.13 Unemployed 34 11.56 S uden 45 15.31 Sou ce: own Tab. 1: Demog aphic cha ac e is ics o he esponden s 218 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade he s a is ical analyses, desc ip i e s a is ics we e used i s , ollowed by explo a o y ac o analysis (EFA). C onbach’s alpha coe icien was used as a measu e o he in e nal consis- ency o indings wi hin he ob ained ac o s. In addi ion, he i o he model was examined h ough con i ma o y ac o analysis (CFA) by calcula ing he alues o se e al impo an i indices (χ2/d , CFI, TLI, IFI, GFI, NFI, RFI, RMSEA). In o de o examine he signi icance and s eng h o he ela ionships in he p oposed model, he model o s uc u al equa ions (s uc- u al equa ion modeling – SEM) was applied. In pa icula , he s eng h o he es ed ela ion- ships was e alua ed by analyzing he alues o s anda dized eg ession coe icien s. Be o e ha , he assump ions o he applica ion o SEM analysis we e examined, ha is, he p ope - ies o linea i y, no mali y, and mul icollinea i y we e es ed. 3. Resea ch esul s 3.1 Valida ion o a esea ch ool The i s s ep o he analysis was o calcula e he a i hme ic mean and s anda d de ia ion o each s a emen wi hin he i e dimensions o he Big Fi e. The goal o he desc ip i e analysis is o de e mine he homogenei y and he e ogenei y be ween he iews o he espon- den s. The esul s a e p esen ed in Tab. 2. By in e p e ing he esul s o he a i hme ic mean and s anda d de ia ion, i can be no ed ha he esponden s gene ally belie e ha all he ac o s examined in he pape (Big Mani es a iablesMean SD Fac o loading Sou ce o mani es a iables Ex o e sion Talka i e 4.61 0.743 0.839 McC ae and Cos a (1990) Social 4.57 0.726 0.842 McC ae and Cos a (1990) Asse i eness 4.01 1.041 0.832 McC ae and Cos a (1990) Accep abili y Rough4.00 1.335 0.249 McC ae and Cos a (1990) Ca e ul 4.49 0.682 0.232 McC ae and Cos a (1990) Conscien iousness Fundamen al 4.61 0.738 0.839 McC ae and Cos a (1990) Lazy 3.59 1.497 0.851 McC ae and Cos a (1990) E icien 4.59 0.625 0.844 McC ae and Cos a (1990) Neu o icism Ca ing 4.66 0.677 0.844 McC ae and Cos a (1990) Fas kni ing 4.18 1.075 0.841 McC ae and Cos a (1990) Relaxed 4.22 1.076 0.840 McC ae and Cos a (1990) Tab. 2: Values o desc ip i e s a is ics (a i hme ic mean and s anda d de ia ion) and ac o loading – Pa 1 219 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade Fi e, WOM, sa is ac ion, loyal y) in luence hei beha io when i comes o consume loyal y owa ds b ands o mobile phones. The highes alue o he a i hme ic mean e e s o s a e- men s ela ed o communica ion (4.91) and loyal y (4.83). The lowes alue o he a i h- me ic mean was ob ained in he s a emen ha e e s o he concep o he consume ’s pe sonali y, ha is, wi hin he dimension o conscien iousness, and ha o consume s who a e lazy (3.59). By analyzing he alue o he s anda d de ia ion, i can be s a ed ha he mos homogeneous a i udes o he espon- den s a e in ela ion o he s a emen „I would like o sha e my expe ience o buying he b and wi h o he people” (s anda d de ia ion 0.334), while he g ea es he e ogenei y o a i udes can be seen in he s a emen “I am sa is ied wi h his b and and i s pe o mance” (s anda d de ia ion 1.697). The ini ial phase o he s a is ical analy- sis is de o ed o es ing he eliabili y and Mani es a iables Mean SD Fac o loading Sou ce o mani es a iables Openness O iginal 4.42 0.791 0.830 McC ae and Cos a (1990) Pe son alues a is ic expe iences 4.47 0.986 0.834 McC ae and Cos a (1990) Imagina i e 4.47 0.840 0.835 McC ae and Cos a (1990) WOM I would ecommend he b and o o he people (Wom1). 3.74 1.630 0.825 Liu (2006) I would like o sha e my expe ience o buying he b and wi h o he people (Wom2). 4.91 0.334 0.825 Liu (2006) Sa is ac ion I am sa is ied wi h his b and and i s pe o mance (S1). 3.71 1.697 0.601 Fo nell (1992) My choice o buy his b and was a wise one (S2). 4.47 1.013 0.601 Fo nell (1992) Loyal y Whene e possible I choose my a o i e b and, he p ice di e ence be ween indi idual b ands a ec s my in en ion o buy my a o i e b and (LOY1). 4.83 0.434 0.820 Aake (1997) I wan o pay a highe p ice when buying my a o i e b and and wi hou hinking (LOY2). 4.48 0.990 0.752 Aake (1997) I buy my a o i e b and because I am sa is ied and acquain ed wi h he b and (LOY3). 4.44 0.914 0.583 Ra ch o d (1987) I hink i is he bes choice o me (LOY4). 4.30 1.039 0.648 Ra ch o d (1987) Sou ce: own Tab. 2: Values o desc ip i e s a is ics (a i hme ic mean and s anda d de ia ion) and ac o loading – Pa 2 226 2024, olume 27, issue 4, pp. 211–229, DOI: 10.15240/ ul/001/2024-5-023 Ma ke ing and T ade Cooley, C. 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