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Determinants of Customer Orientation: Service Climate or Personality?

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Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference

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Abstract

Using data from salespeople of a travel agency, the author examines the effects of service climate and personality traits on service workers’ customer orientation. The results indicate that both personality traits (conscientiousness and agreeability) and service climate have positive effects on customer orientation, and that personality traits and service climate influence salespeople’s performance mediated through CO.

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Author information

Authors and Affiliations

  1. Muncie, USA

    Makoto Matsuo

Authors
  1. Makoto Matsuo
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Editor information

Editors and Affiliations

  1. Ball State University, Muncie, Indiana, USA

    Dheeraj Sharma

  2. Ball State University, Muncie, Indiana, USA

    Shaheen Borna

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© 2015 Academy of Marketing Science

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Matsuo, M. (2015). Determinants of Customer Orientation: Service Climate or Personality?. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_118

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