Omar N.A.Kassim A.S.Mohd-Ramly S.Nazri M.A.Alam S.S.Che Senik Z.2024-05-282024-05-282018183766142-s2.0-85061984239https://www.scopus.com/inward/record.uri?eid=2-s2.0-85061984239&partnerID=40&md5=3704c5c566530d5418dbc9877ac27ed9https://oarep.usim.edu.my/handle/123456789/9315The 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.en-USCo-creationPersonality traitRelationship equityRelationship qualityTailoring servicesArticle32534582