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– The purpose of this paper is to examine the impact of consumer sociability and service provider perceived expertise on service relationship success.
– Personality traits have been previously examined in a low involvement retail setting and not found to be a significant influence on commitment. This study finds that sociability does have a significant impact on service relationship success; thus, providing support for the importance of customer traits in relationship marketing in some contexts.
– While provider characteristics are expected to influence customer commitment, this study provides evidence that at least one consumer personality trait (i.e. sociability) appears to impact commitment to a provider in high involvement services. Healthcare providers should be aware that the personality of the patient may be a driver of satisfaction with and commitment to the physician, despite the doctor's perceived level of expertise.
– This research fills a gap in the literature on the link between customer traits and service relationships in a healthcare setting. Since consumers are co‐participants in service delivery, it is important to understand how their characteristics impact service relationship success.