| dc.description.abstract | Very limited research exists that studies how customer personality traits influence the
participation in the value co-creation process, nor does there exists much research on the
further intention to use the brand or new products and services offered by the brand. This
thesis aims to fill this gap, exploring consumer personality traits, specifically extraversion,
innovativeness, risk taking propensity and openness to experience, to actively engage in co
creating value, in the context of mobile operators. The author develops a conceptual model
of the independent variable’s – customer personality traits and co-creation – and the influence
they have on the dependent variables intention to use the mobile operator or its new products
or services in the future. For this study, a survey was conducted that resulted in a sample size
of 196 respondents. Participants were asked to self-assess their behavior in relation to their
mobile operator, and respond to some questions about their personality. The results show
that not all customer personality traits influence co-creational activities. Personality traits and
co-creation positively influence the intention to buy new products or services offered by the
company or brand, however, co-creational activities do not have a positive effect on the
intention to buy an existing product or service from the company. All hypotheses except two
where therefore confirmed. These findings have implications for mobile operator firms on
how to conduct their businesses regarding their target group, for managers involved in new
product and service marketing, and for future research on the topic of personality trait’s
influence on co-creation and innovation.
This master thesis is one of a series of papers and reports published by the Center for Service
Innovation (CSI). CSI is a coordinated effort by NHH to focus on the innovation challenges
facing the service sector and involves 20 business and academic partners. It aims to increase
the quality, efficiency and commercial success of service innovations and to enhance the
innovation capabilities of its business and academic partners. CSI is funded through a
significant eight-year grant from the Research Council of Norway and has recently obtained
status as a Centre for Research-based Innovation (SFI). | nb_NO |
