THE INFLUENCE OF CUSTOMER PERSONALITY PROFILE ON BANKING SERVICE PREFERENCE AND SWITCHING INTENSION IN KOGI STATE
Abstract
This study examined the influence of customer personality traits on service preferences and switching intentions in the banking sector of Kogi State, Nigeria. The objectives were to determine whether customer personality traits significantly influence banking service preference, assess the effect of these traits on switching intentions, and identify whether differences exist in service preference among customers with varied personality profiles. The research employed a descriptive survey design. The population comprised bank customers across selected commercial banks in Kogi State. A total of 300 questionnaires were distributed, and 242 valid responses were retrieved, representing an 80.7% response rate. Data were collected using a structured questionnaire covering key constructs such as personality dimensions, service preference, and switching intention. Descriptive statistics, Pearson correlation, and one-way ANOVA were used to analyze the data. Findings revealed a strong positive correlation (r = 0.672, p < 0.01) between personality traits and service preference, while a moderate positive correlation (r = 0.589, p < 0.01) was found between personality traits and switching intention. ANOVA results (F = 5.213, p < 0.05) indicated significant differences in service preferences based on personality profiles. The study concludes that personality traits play a significant role in shaping banking behavior, influencing both service preference and switching tendencies. It recommends that banks adopt personality-based customer segmentation strategies and tailor services to match distinct personality profiles to enhance customer satisfaction and loyalty. Future studies should expand the scope to include digital banking behaviors and test the model across different regions and demographics
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