• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.164-172
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• 2010

This study reviews the influence of culture in interpersonal servicescapes by examining the restaurant retail setting. Two cultures (Canada and France) are surveyed in order to better understand their retail expectations towards interpersonal servicescapes. Using Hofstede's (1991) cultural dimensions to explain some of the differences between Canadian and French restaurant patrons, this study demonstrates a potentially interesting research avenue in the field of cross-cultural interpersonal services marketing. It demonstrates that cultural dimensions do not operate independently but interdependently. Understanding this can help retailers better explain complex service interactions between countries that may appear similar in terms of various socio-demographic features. In this exploratory research, a measure via exploratory factor analysis was developed, one that encompasses both the physical and service aspects common to interpersonal servicescape by using personality traits. This measure was tested in order to better understand the service expectations between two cultures, Canada and France. Five dimensional structures were uncovered in both cultures but with different traits and groupings. The differences between the traits uncovered and the overall Canadian and French personality structures find some explanation using Hofstede's (1991) cultural dimensions. The results of this survey point to a possible explanation as to why when services are transferred between cultures, the perceptions of them can be different and sometimes even lead to service failure. There are clearly some cultural differences between the Canadian and French consumers and their overall expectations regarding their consumption experience. Reviewing the first factor of the French and Canadian personality structures shows that the individualist/collectivist differences are apparent between the Canadian and the French cultures. The second dimension also has quite a few traits in common, five, all of which have the personal treatment aspect of the restaurant experience that a service provider would be responsible for: polite, respectful, and dedicated. Notable is that the French dimension does not include the authenticity or the hospitable aspect of the experience but includes even more features that are inherent to the personal interaction, such as charming and courteous. The third dimension of the Canadian and French structures reflects completely different expectations. Whereas the French dimension centers around energy and enthusiasm, the Canadian version is more laid-back and relaxed. There is extroversion in the French dimension to introversion in the Canadian dimension. This could be explained by differences on the Uncertainty Avoidance dimension as outlined by Hofstede (1991). The fourth dimension seems to confirm previously outlined cultural differences. Whereas Canadians, being a bit lower on uncertainty avoidance and power distance, prefer an intimate and private experience, the French continue to expect extraversion and inclusive features to their experience. The fifth dimension is in the French personality structure a clear expression of the high power distance society, where the roles of the players in the restaurant experience are clearly defined and the rules of engagement preserved. This study demonstrates that different cultures clearly do relate to different expectations regarding interpersonal services. This is apparent in the dimensions that come up in both the French and the Canadian personality structures, not only in terms of how different they are but also in with which cultural dimensions these can be explained. For interpersonal servicescapes, the use of personality traits is interesting as it allows for both physical and service features to be accounted for. Furthermore, the social component inherent to interpersonal servicescapes surfaces in most of the dimensions of the service personality structures. The quality of social exchanges is extremely important, and this even more so in cross-cultural situations, where the expec tations regarding the service experience may vary. As demonstrated by this research and using Hofstede's (1991) paradigm, not all societies will have the same expectations pertaining to the interpersonal services. Furthermore, the traditions surrounding the type of service can also have an impact on the service evaluations and differ between countries and cultures. However, using personality traits may also allow for retailers to see which service traits are common to two or more cultures where they seek to be present, and focus on these in the offering. The findings demonstrate the importance of the individualist and collectivist dimension for interpersonal servicescapes. This difference between the French and the Canadian personality structure is apparent in the most dominant dimension as well as within others. The findings are a step in explaining how retailers can transfer and then measure interpersonal services across cultures.

• Journal of The Korean Society of Integrative Medicine
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• v.11 no.4
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• pp.237-246
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• 2023

Purpose : This study investigated the effects of personality and sensory processing on college life adaptation in students majoring in occupational therapy. Methods : We conducted a survey study on 251 college students from March to May 2023. Personality, sensory processing, and college life adaptation were measured through the international personality item pool, adolescent/adult sensory profile, and student adaptation to college questionnaire, respectively. The general characteristics of students were analyzed using frequency analysis, and differences in college life adaptation and sensory processing characteristics were analyzed using independent t-tests and one-way ANOVA. The relationship between personality, sensory processing, and college life adaptation scores was analyzed using Pearson correlation analysis. The impact of personality and sensory processing on college life adaptation was analyzed using multivariate regression analysis using SPSS 25.0. Results : Correlations of all five personality factors, except openness to experience, were observed with students' college life adaptation. According to sensory processing characteristics, differences in college life adaption showed significant differences in sensory avoidance, poor registration, and sensory sensitivity. The variance of college life adaptation explained by each factor (based on R²) were 46% by personality and 26% by sensory processing. Among personality traits, neuroticism had a negative effect on college life adaptation, agreeableness and extroversion had positive effects, and low registration during sensory processing had a negative effect. Conclusion : This study suggests the provision of various activities and creation of an environment for college students with low sensory registration and neurotic traits to encourage positive changes. The results can be used to design a program that helps college students adapt to occupational therapy majors.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.1-22
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• 2007

Customer satisfaction is important in an increasingly competitive and global marketplace. This implies that customer service is a critical factor for many organizations. In service encounter context, customer satisfaction is affected by employees' attitudes and behaviors. Accordingly, service firms have been focusing on selecting high quality of service employees, which resulted the ability to identify and select quality service- or customer- oriented employees to become critical for an organization's success. It was suggested that customer service orientation links to performance and subsequent organizational revenue. Moreover, it was found that service encounter failures were among the major reasons for customers' service switch. Therefore, the selection of customer service oriented employees is a key factor in establishing customer service - a potential source of sustained competitive advantage. However, the measurement of employee service orientation is more confusing than that of definitive answers. The difficulty of measuring service orientation is attributed to the use of broad versus narrow measures of personality. Advocates for the broad perspective prefer using basic personality constructs, such as the Big Five personality traits. On the contrary, the latter prefer a construct-oriented approach of personality research that provides a better measure of job performance because it requires the specification of the relationship of the personality traits with multiple dimensions of job performance. The customer service orientation was defined as "a set of basic individual predispositions and an inclination to provide service, to be courteous and to be helpful in dealing with customers and associates." Similarly, it is a fact that the Big five personality traits are predictors of customer orientation, and employee's self- and supervisor performance. They propose that basic personality traits may be too far removed from focal service behaviors to be able to predict specific service behaviors (customer orientation) and service worker performance. Also, customer orientation is defined as "an employee's tendency or predisposition to meet customer needs in an on-the-job context." This means that people who have job-relevant personality traits such as concern, empathy, and conscientiousness will be more adept at customer service than people who do not possess these traits. However, little attention has been given to the exploration of the service orientation of customer-contact employees who play a key role in creating satisfactory service encounters in the hospitality industry except for Kim, McCahon, & Miller (2003)'s study, especially in family restaurants context. Thus, the purposes of this study are to examine and validate the customer service orientation of customer-contact employees using the instrument developed by Donavan (1999) in Korean family restaurants, because the scale was developed to measure the personality traits related job behaviors. And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). For these purposes the author developed several hypotheses as follows: H1: Employee's service orientation is associated with service performance. H2: Employee's service orientation is positively associated with job satisfaction. H3: Employee's service orientation is positively associated with organizational commitment. H4: Service performance is positively associated with job satisfaction. H5: Service performance is positively associated with organizational commitment. H6: Job satisfaction is negatively associated with organizational commitment. The data were collected from 278 employees in 5 deluxe hotels located in Pusan, Korea. The researcher contacted the manager of the restaurants, and managers consented to administer surveys to their employees. The survey was executed during one month period in the October of 2007. The data were analyzed with structural equation modeling with LISREL 8.7 W. The result of the overall model analysis appeared as follows: $X^2$=122.638 (p = 0.00), df=59, GFI=.936, AGFI=.901, NFI=.948, CFI=.971, RMSEA=.0625. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The findings can be summarized as follows: First, the greater the employee service orientation, the greater the service performance. Second, the greater the employee service orientation, the greater the job satisfaction. Third, the greater the employee service orientation, the greater the organizational commitment. Fourth, the greater the service performance, the greater the job satisfaction. Fifth, the greater the service performance, the greater the organizational commitment. Finally, the greater the job satisfaction, the greater the organizational commitment. Seventh, the greater the customer satisfaction, the greater the customer loyalty.

• Phonetics and Speech Sciences
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• v.9 no.4
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• pp.59-67
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• 2017

Regardless of their intention, listeners tend to assess speakers' personalities based on the sounds of the speech they hear. Assessment criteria, however, have not been fully investigated to indicate whether there is any relationship between the acoustic cue of produced speech sounds and perceived personality impression. If properly investigated, the potential relationship between these two will provide crucial insights on the aspects of human communications and further on human-computer interaction. Since human communications have distinctive characteristics of simultaneity and complexity, this investigation would be the identification of minimum essential factors among the sounds of speech and perceived personality impression. The purpose of this study, therefore, is to identify significant associations between the speech sounds and perceived personality impression of speaker by the listeners. Twenty eight subjects participated in the experiment and eight acoustic parameters were extracted by using Praat from the recorded sounds of the speech. The subjects also completed the Neo-five Factor Inventory test so that their personality traits could be measured. The results of the experiment show that four major factors(duration average, pitch difference value, pitch average and intensity average) play crucial roles in defining the significant relationship.

• Fashion & Textile Research Journal
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• v.18 no.2
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• pp.167-175
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• 2016

Brand personality is the human-like traits of brands that consumers can use to identify brands. Despite the importance of brand personality, there has been limited research about it in Korea recently, especially for casual apparel brands. Considering the changes in lifestyle and the increasing popularity of leasure activities in Korea, it is important to analyze the brand personality of casual brands for understanding Korean consumers. This study aimed to analyze the brand personalities of eight well-known casual brands in Korea, and to investigate the relationship between the brand personalities and brand preference. Specifically, this study questioned whether the similarity in brand personalities leads to similar patterns of preference for the brands. The eight brands were carefully selected so that they can well represent the diversity in the dimensions of perceived brand personality, while also being well-known to the participants of the survey. Factor analysis of the data from the survey of Korean university students yielded five factors of brand personality: liveliness, high class, ordinariness, rationality, and reliability. The eight brands showed significant difference across the five factors. Multidimensional scaling analyses of the brands were conducted based on the similarity in brand personality and brand preference respectively. The result showed significant difference in the relative distribution of the eight brands in the two-dimensional space of the analyses.

• KIEAE Journal
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• v.16 no.4
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• pp.5-20
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• 2016

Purpose: The objective of this study is to divide personal traits of the elderly living in a rural area into extraversion, agreeableness, openness, conscientiousness, neuroticism, and loneliness and to identify the relationship between personal traits and receptivitiy to sharing living space in communal shared housing. Method: Subjects of this study are the elderly of ages greater than 55 living in Yeongwol-gun, Gangwon-do. Depending on how often elderly welfare facility was used, places where the elderly gathered were divided into a senior citizen center, senior welfare center, and other places where they often gathered. The researchers visited each of the places directly and conducted a survey with face-to-face interviews. Result: The collected data consisting of 124 respondents were analyzed through SPSS statistical program. It showed that 5 personal traits, except for agreeableness, had statistically significant difference. Extrovert and low lonely elderly people had high receptivity. The relationship between personal traits and acceptable shared space revealed differently depending on the function of space. Especially, shared resting space was related to low emotion-oriented trait, such as neuroticism and loneliness, while shared hobby and sanitary space were related to strong management-oriented trait of conscientiousness. These findings demonstrate the importance of understanding personal traits in predicting receptivitiy to sharing living space. Also, it is necessary to compare the degree of receptivity to sharing living space based on personal traits and to plan shared space in several levels, such as full sharing, partial sharing, and individual use, to develop and supply communal shared housing successfully.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• Journal of Korean Society for Quality Management
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• v.42 no.1
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• pp.15-32
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• 2014

This study examines the relationship between tip amount and its possible antecedents: bill size, the Big Five personality types, meal type, food quality, atmosphere, service quality, consumer gender, server gender, customer hospitality experience, race, and alcohol consumption. A survey of southeastern undergraduate students was conducted to collect information about the customer, server and customer tipping habits. While the analysis suggests that service is an important factor, it shows that other factors affect tip amount. Furthermore, these factors affect tip amounts in many different ways. Some examples of these factors include bill size, alcohol consumption, gender dynamics, meal type, food quality, and personality type. The conclusion suggests the intuition behind these factors by providing a dissection of their meaning and their importance to servers, customers, and managers alike. Purpose: This study tests restaurant customer tipping habits and some personality traits that have received limited previous attention as predictors of tipping. Methods: This study is that the tip amount was self-reported, business students at a university in a large southeastern city of USA were asked to complete a tipping journal. Results: This study was able to replicate the service-tipping relationship. Moreover, this study reiterated that server friendliness is a very powerful tool to increasing tips. Conclusion: This study strongly indicate that service has a positive relationship with tip amount, and also produce a positive relationship with emotional stability and a negative relationship to conscientiousness.

• Journal of Internet Computing and Services
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• v.17 no.3
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• pp.95-106
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• 2016

The purpose of this study was to examine how college students use Facebook and the ways in which they feel of commitment while using Facebook. The Big Five Personality Model has been considerably used in the psychology fields, and the researchers have started to explore the role of characteristic factors in influencing an individual's use of social media, such as Facebook which has become one of the most popular social networking site in the world. Therefore, the current study aims to specify the links between The Big Five Personality Model and usage patterns as well as commitment of Facebook. Two hundreds thirty five college students participated in a survey and the results are as follows: First, participants who were high in extraversion and agreeableness were more likely to do information sharing activities such as sharing posts to their friends, writing comments on the other's posts. In addition, participants who were high in openness to experience, conscientiousness, and neuroticism were more likely to do information producing activities including offering events, group, or public pages to meet people both on and offline. Second, in terms of the relationship between personality traits and commitment to the Facebook, the study found that extraversion and neuroticism were related to users' commitment to Facebook. These findings are consistent with the existing literature regarding extraversion and neuroticism were representative personality factors when it comes to commitment of media. Specifically, the study found that those who were high in neuroticism were more likely to produce information such as posting photos repeatedly or tagging their friends on posts, and also more likely to feel commitment on Facebook. These findings confirm that personality is a highly relevant factor in determining individual's behavior and the degree of commitment on Facebook. Based on these findings implications and limitations of the study are discussed.

• Journal of Gifted/Talented Education
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• v.14 no.2
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• pp.75-99
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• 2004

The purpose of the study was to find out differences in personality characteristics between gifted and normal children and also to find out differences in personality characteristics between gifted boys and gifted girls. Three hundred and forty-five children(108 gifted children, 237 normal children), who were forth to sixth grade children, were taken the Children's NEO Personality Inventory(Big five traits and 17 facets). The results were as follos; 1. There are statistically significant differences in personality characteristics between the gifted and the normal children. The gifted children have higher tendency of openness, extraversion, conscientiousness, lower neuroticism than the normal children. There is no difference in agreeableness between the gifted and the normal children. In the subfactors(facets) of neuroticism, the gifted children have lower tendency of anxiety, hostility, depression, shyness, attention deficit than the normal children. In the subfactors of extraversion, the gifted children have higher tendency of assertiveness, gregariousness, cheerfulness than the normal children. In the subfactors of openness, the gifted children have higher tendency of fantasy, creativity, physical activity, high intellectual ability, flexibility, reactivity than the normal children. In the subfactors of agreeableness, the gifted were more warmth and altruism than the normal children. In the subfactors of conscientiousness, the gifted children have higher tendency of competence, achievement motivation, deliberation, dutifulness than the normal children. 2. There were no statistically significant differences in personality characteristics between the gifted girls and the gifted boys. In the subfactors of neuroticism the gifted boys have higher tendency of shyness than the gifted girls. In the of subfactors of extraversion, the gifted boys have lower tendency of sensation- seeking than the gifted girls. In the subfactors of openness, the gifted boys have higher tendency of intellectual ability than the gifted girls.