The Impact of Idols’ Traits on Fans’ Customer Relationship Quality

Abstract

The purpose of this study is to explore the impact of idols` traits on fans` customer relationship quality. Based on 274 respondents reporting their relationship with idols, the results has led to two intended contributions: (1) it shows that fashion, maven and interaction, which are three primary traits for idols, have positive impacts on three dimensions of customer relationship quality, which are satisfaction, trust and commitment, (2) it reveals that customer involvement has a moderating effect between interaction and customer trust. Management implications are also discussed for idols to improve the customer relationship quality.