EFFECT OF RELATIONSHIP QUALITY ON LOYALTY: THE MODERATING ROLE OF PERSONALITY TRAITS AMONG YOUNG FASHION RETAIL CUSTOMER IN INDONESIA

This research aims to analyze the effect of relationship quality on a fashion retail store customer's loyalty in Indonesia. We further investigate the moderating role of personality traits (innovativeness, variety seeking, and relationship proneness) on the relationship between relationship quality and loyalty. An online survey utilizing a questionnaire was conducted, purposively sampled to potential respondents resulting in 1.341 valid responses. All valid data were analyzed with structural equation modelling, including the moderating effect. The findings showed that relationship quality positively affects loyalty while only the innovativeness trait moderates the relationship between relationship quality and loyalty. This research suggests that fashion retail stores should increase the relationship quality with their customer by developing customer service with an excellent standard service procedure, conducting email and social media marketing, and creating a loyalty program that emphasizes the functional benefit. Further, innovation in terms of product is also vital to maintain the fashion retail store's loyalty.

p-1412-3789 www.journalmabis.org e-2477-1783 35 strategies to improve the relationship quality with the customer is not universal (Berry, 1995;Noordewier, John, & Nevin 1990;Gummerus et al., 2017). They emphasized that the effectiveness of relationship marketing is strongly influenced by the business context, so marketers must be able to adjust the relationship marketing strategy with the market situation and the type of customer served. Adjei and Clark (2010) stated that their personality traits strongly influence consumers' behavior. They also noted that such personality might affect consumers' switching behavior, and thus in need of understanding the individual differences in terms of such personality traits that may affect loyalty more in a more detailed manner.
The purpose of this study is to investigate the effect of personality traits, namely innovativeness, variety seeking, and relationship proneness, influence the relationship between relationship quality and behavioral loyalty in the fashion retail store context. This research focuses on the relationship quality as an independent variable and its effects on behavioral loyalty as a dependent variable. The relationship is also assumed to be moderated by three variables: innovativeness, variety seeking, and relationship proneness, as proposed by Adjei and Clark (2010).

LITERATURE REVIEW
The concept of relationship quality first appeared in 1985 in the domain of relationship marketing. Since its appearance, there was an increasing interest in the quality of interaction, which is considered a good measurement of relationships (Palmatier et al. 2006). Relationship quality can be defined as an evaluation of a person about the said person's interest in the company and his/her interest to maintain a relationship with the company (Kerviler & Rodriguez, 2019). Jarvelin and Lehtinen (1996) define relationship quality as a person's perception of whether the relationship with the other party is following expectations, predictions, goals, and desires of the said person about the relationship. In another study, relationship quality is defined as evaluating the business interaction of the parties who have a business relationship (Holmlund, 2001). Relationship quality is assessing the strength of customer relationships with retail stores (Filipe et al., 2017;Sari et al., 2017;de Wulf, Odekerken-Schroder, & Iacobucci, 2001).
Loyalty is one of the main goals of marketers' marketing efforts (Sheth, 1996;Sheth, 2017). According to Hennig-Thurau, Gwinner, and Gremler (2002), customer loyalty may be in the form of customer behavior that occurs because of marketers' marketing efforts. With such logic, many previous studies defined behavioral loyalty as the purchase or repeated use (more than once) of a product or service (Leenheer et al. 2007;Kumar & Shah 2004).
Customers who have good relationship quality with a store will feel more comfortable, happy, and perceived to benefit when shopping at that store. Relationship marketing efforts undertaken to improve the seller's relationship with customers (such as seller's skills, communication, and attention to the customer) will make customers feel good and as if they're gaining profits when shopping (Palmatier, 2006). Various studies stated that the relationship quality positively affects behavioral loyalty (Almomani, 2019;Bolton, Lemon, & Verhoef, 2004;Palmatier et al., 2006;de Wulf, Odekerken-Schroder, & Iacobucci, 2001;Verhoef, Franses, & Hoekstra, 2002). The influence of relationship quality on behavioral loyalty stated that someone would continue to deepen its relationship with others as long as they assess the relationships feel its benefits. Behavioral loyalty is one of the many ways for customers to deepen their relationship with a company (Bolton, Lemon, & Verhoef, 2004). Customers who feel the benefits from high relationship quality with a store will be more eager to make more purchases (Adjei & Clark, 2010). Furthermore, the same study found that p-1412-3789 www.journalmabis.org e-2477-1783 36 customers with a high relationship quality at a retail store will be more likely to conduct higher behavioral loyalty.

H1: Relationship quality has a positive effect on behavioral loyalty
Innovativeness is understood as the extent to which a consumer is relatively earlier in adopting an innovation than other consumers (Rogers & Shoemaker, 1971). According to Midgley and Dowling (1978), innovativeness is accepting a consumer's response to new ideas. The same study also explained that consumers with innovativeness personality traits make decisions about new ideas without influencing other people's experiences. Innovativeness is a personality trait possessed by all people but on different levels (Rogers & Shoemaker, 1971;Midgley & Dowling, 1978). Fundamentally, all consumers are innovators; every consumer will adopt/receive new ideas in their course of life (Hirschman, 1980). Hircshman (1980) explained that innovativeness contributed to behavioral loyalty in a retail store by increasing consumers' tendency to try a product or store that is considered new for the consumer. Consumers with innovativeness personality traits will tend to look for new stores or new products, making it more difficult for a store to improve consumers' relationship quality and behavioral loyalty. The phenomenon occurs because someone with the personality trait of innovativeness finds satisfaction from new experiences, including stores and products perceived as new by consumers (Hamer & Copeland, 1998). Adjei and Clark (2010) found that innovativeness has a positive effect on the relationship between relationship quality behavioral loyalty. According to the study, the positive effect of relationship quality on behavioral loyalty will weaken when consumers have an innovativeness personality trait. Consumers with innovativeness traits have an inherent need to find and try new products and new stores. A store's effort to improve the quality of their relationship with the consumer does not make consumers with a higher degree of innovativeness traits to enhance their behavioral loyalty (Hirschman & Stern, 2001).

H2: Innovativeness trait would weaken the relationship between relationship quality and behavioral loyalty, such that the effect of relationship quality on behavioral loyalty would be weaker for individuals with stronger innovativeness traits.
Variety-seeking traits became part of the marketing research by focusing on product categories with ubiquitous consumers' choices (Olsen et al., 2015). It is relevant to this study because fashion retail stores have a lot of variation for consumers. One of the early efforts to define variety-seeking was made by Hirschman (1980), in which variety-seeking is defined as the motivation to seek out new information. According to Kahn (1995), variety seeking is the tendency of a person to search and select a different option of goods and services. In fashion retail stores, the implication of consumers with variety-seeking personality trait is the consumer tries new fashion retail stores as a form of variation from previously visited stores.
According to Olsen et al. (2015), variety-seeking consumers have a higher possibility of switching behavior. Based on Trivedi's (1999) research, variety seeking is one of the causes of the decline in behavioral loyalty to the brands preferred by consumers. The results imply that variety-seeking may decrease the behavioral loyalty of consumers. According to Hircshman (1980), variety seekers tend to try out competitors' products to seek various products that they already used. Consumers with variety-seeking personality traits will manage to search for products or stores that are considered different, making it more difficult for a store to improve consumers' www.journalmabis.org e-2477-1783 37 relationship quality and behavioral loyalty. An innovativeness personality trait finds satisfaction from different experiences, including store and product perceived as distinct by consumers (Hamer & Copeland, 1998). Adjei and Clark (2010) researched the variety seeking and its influence on the relationship between relationship quality and behavioral loyalty. According to the study, the positive effect of relationship quality on behavioral loyalty will be weakened when a consumer has a variety-seeking personality trait. Variety seeking consumers have inherent needs to search for information, products, and stores that are perceived differently. As a result, a store's efforts to improve the relationship quality with the consumer do not make the consumer with a higher variety-seeking personality to increase their behavioral loyalty at the store (Hirschman & Stern, 2001). H3: Variety seeking trait would weaken the relationship between relationship quality and behavioral loyalty, such that the effect of relationship quality on behavioral loyalty would be weaker for individuals with stronger variety-seeking traits.
Relationship proneness is consumers' tendency to keep the relationship with retail stores (de Wulf, Odekerken-Schroder, & Iacobucci, 2001). The study also explained that consumers with a high level of relationship proneness would positively respond to retail stores' efforts to build relationships with consumers. Another research mentioned that relationship proneness is very important for relationship marketing activities (Gwinner, Gremler, & Bitner, 1998) because it is a stable personality trait (Odekerken-Schroder, de Wulf, & Schumacher, 2003). In the context of this study, relationship proneness is relevant to fashion retail store because it would be more profitable for marketers to maximize the relationship marketing efforts toward consumers that is high in relationship proneness. Research by Christy, Oliver, and Penn (1996) suggests that some consumers tend to maintain a relationship with the store. They further explained that each consumer has a different level of desire to maintain a relationship. It will be harder for the company to maintain a long-term relationship with a consumer with low relationship proneness.
Consumers with relationship proneness personality traits tend to maintain and strengthen relationship quality with a store by increasing their behavioral loyalty (de Wulf, Odekerken-Schroder, & Iacobucci, 2001;Christy, Oliver, & Penn, 1996). It gives marketers a positive signal that relationship marketing efforts will be more effective if done to a consumer with a high level of relationship proneness. Consumers with relationship proneness personality traits will tend to maintain a relationship with a store to make it easier for a shop to improve relationship quality and behavioral loyalty of consumers. Relationship proneness traits drive individuals to feel satisfaction in a relationship (Christy, Oliver, & Penn, 1996).
de Wulf, Odekerken-Schroder, and Iaco-bucci (2001), however, remind marketers not to attempt too much to build a relationship with a consumer who has a low level of relationship proneness, because fundamentally, consumers with this personality trait tend not to want to build a relationship. Adjei and Clark (2010) found that relationship proneness positively affects the relationship between relationship quality and behavioral loyalty. They further explained that consumers with a high level of relationship proneness would increase the positive relationship between relationship quality and behavioral loyalty. Relationship proneness consumers are intrinsically inclined to maintain the relationship and loyalty with the store, so a shop's efforts to improve relationship quality and behavioral loyalty will be received positively by the consumer (Christy, Oliver, & Penn, 1996).

H4: Relationship proneness trait would strengthen the relationship between
p-1412-3789 www.journalmabis.org e-2477-1783 38 relationship quality and behavioral loyalty, such that the effect of relationship quality on behavioral loyalty would be stronger for individuals with stronger proneness to relationship traits.

RESEARCH METHOD
A quantitative approach utilizing a questionnaire as the primary tool for the online survey was conducted, resulting in valid 1,341 responses. The responses were gathered from purposively sampled potential respondents based on specific criteria (those who bought fashion products at least once in the past six months, and consumer of one fashion retail store) and snowballed through various individual networks.
Our questionnaire consists of two parts: demographic and main study. A 5-point Likert scale is used to measure relationship quality, behavioral loyalty, innovativeness, variety seeking, and relationship proneness. Behavioral loyalty was asked by asking respondents the frequency of their visit and the amount spent in their respective fashion retail stores. Both items utilize a 5-point scale to measure the respondent's opinions. We translate all items from English and back-translated to avoid confusion and corresponds to Bahasa Indonesia.
To test our main hypotheses, we utilize SmartPLS 3.0 (Ringle, Wende, & Becker, 2015) to investigate the effect of the three moderating variables on the relationship between independent and dependent variables.

RESULT AND DISCUSSION Characteristics of respondents
The majority of respondents are younger (85,23% at the age range of 18-24 years old) female (80.16%) with the educational background of senior high (64,73%), indicating that they do not yet an occupation (79,05%) with the lowest monthly expense below IDR1.500.000 (50,56%). In terms of the store they often visit, the top three is Matahari, H&M, & Uniqlo. Detailed characteristics of the respondents are presented in Table 1.

Measurement assessment
We test the questionnaire items' internal consistency by utilizing composite reliability (CR) and Cronbach's Alpha score. In terms of construct validity (convergent and discriminant), we utilize AVE, cross-loadings (Hair et al., 2014) score, and HTMT ratio. From Table 2 and Table 3, we may conclude that items used in this study are valid and reliable because Cronbach's Alpha and CR are scored above 0.7, AVE is scored above 0.5, load score is above 0.6, and HTMT ratio is below 0.90 (Henseler et al., 2015). 3. I like to go to places where I will be exposed to information about new fashion retail stores.

Structural model assessment
We obtained path analysis for our model, as presented in Table 4. It is showed that H1 is supported (B = 0.183, p = 0.000), in which relationship quality has a positive and significant effect on behavioral loyalty. Further, H2 is partially supported where innovativeness weakens the relationship between relationship quality and behavioral loyalty (B = -0.073, p = 0.016), however, there are no significant differences between individuals with a high and low level of innovativeness. Finally, H3 and H4 are not supported. The summary of the hypothesis testing result is summarized in Figure 1  The support on H1 implied relationship quality has a positive effect on behavioral loyalty. This finding supports previous studies (Adjei & Clark, 2010;De Wulf, Odekerken-Schroder, & Iacobucci, 2001). Good relationship quality between a consumer and a store can make the consumer feel happy and pleased and feel comfortable for window-shopping and doing the actual shopping. Consumers who have good relationship quality with a store will improve their store loyalty (Palmatier, 2006). The higher the relationship quality between the consumer and fashion retail store, the higher the consumer spending in that fashion retail store (Adjei & Clark, 2010).
Partial support on H2 implied that the innovativeness trait might weaken the effect of relationship quality on behavioral loyalty. However, the result could not conclude whether individuals with higher innovativeness traits have a weaker effect of relationship quality on behavioral loyalty. www.journalmabis.org e-2477-1783 42 H3 and H4 are not supported by this study, which means that variety-seeking and relationship proneness does not significantly moderate the relationship between relationship quality and loyalty. Although there is a significant result for high varietyseeking beta values, the MGA proved no differences between groups. Some studies conclude that personality traits on the relationship between relationship quality and loyalty can change according to the situation and context (Noordewier, John, & Nevin, 1990) and thus not solely relying on personality traits. From an additional interview with selected respondents, we found that the decision to be loyal or not is mostly determined by affordable price, easy store accessibility, and good product quality when choosing a fashion retail store (Tumangger, 2019).
To summarize, this study found that not all personality traits alter the positive relationship between relationship quality and loyalty. In the context of younger fashion retail store consumers, only the innovativeness trait is considered when a consumer makes a purchase decision, in addition to price and ease of access, among others. These findings make sense if we look closer at the characteristic of the respondents. They are female at a younger age with low monthly expenses, becoming members of a particular retail store. As the retail store brand is considered a middle-low brand, traits under this study cannot enhance the positive relationship between relationship quality and loyalty. Consumers seemed to consider the functional rather than the emotional aspect when purchasing their fashion in a particular retail store. The membership card is usually utilized to accumulate points and to acquire discounts and other promotional programs. Further, the fashion industry's characteristics with relatively fast turn-over of clothing style (Rostiani & Kuron, 2019) cause innovativeness trait effect become prominent for an individual.

CONCLUSION
In conclusion, this study has found that relationship quality has a positive effect on loyalty. Further, only the innovativeness personality trait weakens the relationship between relationship quality and behavioral loyalty. The discovery that relationship quality positively affects loyalty is a positive signal for fashion retail stores to improve relationship quality with consumers through relationship marketing activities. Fashion retail store may create customer service with a customer-oriented perspective. They may recruit, train, and motivate staff who are friendly and caring for consumers' needs. Further, staff who can handle the complaint appropriately and understand the product adequately so that consumers perceive the store as professional is crucial. Such efforts are useful to ensure the high quality of relationship quality delivered to customers. The store may also employ email and social media marketing to communicate with consumers about promotions and relevant-to-consumers store content. Lastly, the store may implement a loyalty program with attractive incentives for consumers because it can increase the consumer's desire to connect with fashion retail stores and improve their loyalty.
This study has several limitations. Firstly, the focus of the research is just a fashion retail store. Future researchers may extend the model in this research to different contexts, such as the technology-savvy product category (e.g., smartphone, laptops), since the three personality traits utilized in this study might be more suitable for products closely related to technology and innovation. Secondly, the distribution of gender, age, occupation, and income reflects the young age of consumers. Research on the sample that reflects populations would help understand the effectiveness of relationship marketing in maintaining loyalty. Lastly, more personality traits are not included in this research, such as the big five personality traits. Further research may p-1412-3789 www.journalmabis.org e-2477-1783 43 specifically investigate the effect of the narrower traits on loyalty.