Innvirkningen av personlighetstrekk på kundeorientering

Abstract

Engelsk sammendrag (abstract) PURPOUSE: This study sought to better understand what impact personality traits has on individual customer-oriented behaviour. Due to the literatures call to investigate more personality traits, empathy and kindness is included alongside the Five Factor Model in this study. METHOD: A causal research design was chosen for this study because of its theoretical foundation. The theoretical foundation makes it possible to measure to what extent personality traits affect individual customer-oriented behaviour. To measure this, seven hypotheses were generated and tested through a cross-sectional study with an anonymous questioner. Data was collected from 157 frontline employees in the banking industry. FINDINGS: The seven personality traits included explained 34.4% of the total variance of individual customer-oriented behaviour. Despite this only three personality traits reached statistically significant positive effect which were agreeableness, consciousness and empathy. LIMITATIONS: This study is limited to a selection of personality traits, which are measured by self-ratings among first-line employees in the banking industry. Further research should seek to include other personality traits that is not yet explored. Also, it may be interesting to use a combination of self and observer ratings of personality in further research, as well as use this study as a basis for research in other industries. CONTRIBUTION: The findings of this study contribute to the existing literature by showing that personality traits beyond the Five Factor Model impacts individual customer-oriented behaviour. Similarities exist with findings in other studies; however, this study is the first to confirm a direct effect between empathy and individual customer-oriented behaviour. This result indicates that personality traits beyond the Five Factor Model have an effect. Furthermore, this study reinforces the view that there are customer-oriented personality traits.