dc.contributor.author | Hanssen, Anne May | |
dc.contributor.author | Bakken, Stina | |
dc.date.accessioned | 2021-08-12T13:25:54Z | |
dc.date.available | 2021-08-12T13:25:54Z | |
dc.date.issued | 2020 | |
dc.identifier.uri | https://hdl.handle.net/11250/2767632 | |
dc.description | Spesialisering markedsføringsledelse | en_US |
dc.description.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. | en_US |
dc.language.iso | nob | en_US |
dc.subject | Literature Review | en_US |
dc.subject | litteraturstudie | en_US |
dc.subject | tverrsnittsundersøkelse | en_US |
dc.subject | Cross-Sectional Survey | en_US |
dc.subject | Individual Customer-Oriented Behaviour | en_US |
dc.subject | Individuell kundeorientert atferd | en_US |
dc.subject | femfaktormodellen | en_US |
dc.subject | Five Factor Model | en_US |
dc.title | Innvirkningen av personlighetstrekk på kundeorientering | en_US |
dc.title.alternative | The impact of personality traits on customer orientation | en_US |
dc.type | Master thesis | en_US |
dc.subject.nsi | VDP::Samfunnsvitenskap: 200::Økonomi: 210 | en_US |
dc.source.pagenumber | 100 | en_US |