Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of the Personality Traits and Customer Orientation on Job Satisfaction and Job Performance -Focused on Female Apparel Salespeople in Department Stores-

성격특성과 고객지향성이 직무만족 및 직무성과에 미치는 영향 -백화점 여성 의류판매원을 중심으로-

  • 최경화 (계명대학교 섬유패션학과) ;
  • 박광희 (계명대학교 패션마케팅학과)
  • Received : 2012.07.05
  • Accepted : 2012.09.14
  • Published : 2012.09.30
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Abstract

This study explores the correlation between personality traits, customer orientation, job satisfaction, and job performance. This study examines the impacts of personality traits and customer orientation on job satisfaction and job performance. Data were collected using a questionnaire survey. A convenience sample was drawn from salespeople working for department stores in Daegu and Pohang between September $1^{st}$ to $7^{th}$ 2011. A total of 337 responses were complete and usable questionnaires. Data were tested through factor analysis, correlation analysis, and regression analysis, using SPSS 12.0. Three main points are shown through this study. First, the correlation of all five factors extracted from salespeople personality traits with customer orientation was statistically significant. Personality traits and customer orientation were partially correlated with job satisfaction or job performance. Second, the regression analysis was conducted to examine the influence of personality traits and customer orientation on job satisfaction; subsequently, only two factors extracted from customer orientation (consideration for customers and customer-centered thinking) were significant predictors of job satisfaction. Third, the result of the regression analysis between personality traits and job performance showed that the most influential predictor of job performance was conscientiousness, followed by likeability, openness and introversion. The most influential factor between customer orientation and job performance was competence in providing product information, followed by consideration for customers, customer-centered thinking, and a reliability-focused response.

Keywords

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