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The effects of mood and personality type on service quality perception and customer satisfaction

Özge Kocabulut (Faculty of Tourism, Pamukkale Üniversitesi, Denizli, Turkey)
Tahir Albayrak (Faculty of Tourism, Akdeniz Üniversitesi, Antalya, Turkey)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 2 May 2019

Issue publication date: 24 May 2019

1493

Abstract

Purpose

The influences of personality type and mood on customer evaluations such as service quality and satisfaction are not yet explored in the tourism and travel literature. Hence, this study aims to: (1) identify the role of personality and mood in customer service quality perceptions and overall satisfaction; and (2) assess these variables’ impact on service quality perception–overall satisfaction relationship.

Design/methodology/approach

To achieve the study’s objectives, firstly, 383 data were collected from German tourists staying in a five-star hotel in Antalya, Turkey. Then, the survey participants were clustered into four groups according to their personality types (A vs B) and mood (bad vs good).

Findings

Service quality perceptions and overall satisfaction of the participants were shown to vary according to their personality types and moods. In addition, the results indicated that personality type and mood might change the effect of perceived service quality on overall satisfaction.

Research limitations/implications

As the survey sample is limited to German tourists staying in a five-star hotel in Antalya, Turkey, the study findings should be carefully generalised to other nationalities and service settings.

Originality/value

For service enterprises, it is important to understand how the psychological characteristics of the customers affect the perception of the services they offer. Therefore, the customer mood and personality traits, as well as their impacts on perceived service quality, have received wide coverage in the literature. However, to the best of the authors’ knowledge, this study is the first attempt to investigate the interrelationships of mood, personality, service quality perception and overall satisfaction in the hospitality context.

Keywords

Citation

Kocabulut, Ö. and Albayrak, T. (2018), "The effects of mood and personality type on service quality perception and customer satisfaction", International Journal of Culture, Tourism and Hospitality Research, Vol. 13 No. 1, pp. 98-112. https://doi.org/10.1108/IJCTHR-08-2018-0102

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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