The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of current service retail landscape. To address the issue, this research aims to investigate the effect of relationship quality (RQ), customer value co-creation (CVCB), personality traits on relationship equity in the tailoring services� market. Additionally, this study examines the effect of personality trait as the moderator in the relationships of RQ-CVCB and RQ-relationship equity. Based on a sample of 245 customers from SME tailoring businesses, results reveal that RQ has a statistically significant influence on CVCB. In addition, RQ, CVCB and personality traits are also positively related to relationship equity. The results also demonstrate that personality traits moderate the relationship between RQ and CVCB. Copyright @ 2017, Mohammad Safa.

This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-creation behavior and relationship quality as well as the relationship between relationship quality and relationship equity. A total of 245 questionnaires were collected via purposive sampling from customers seeking tailoring services from SME tailoring businesses. The findings revealed that customer value co-creation has a statistically significant influence on relationship quality. In addition, relationship quality was also positively related to relationship equity. However, the moderating effect of customer personality trait was not significant. This study contributes to the existing literature on customer co-creation and personality traits of consumers in tailoring services of SMEs, particularly in explaining the relationship equity of consumers. � Penerbit Universiti Kebangsaan Malaysia. All rights reserved.