The Relationship Between Service Orientation and Five Factor Personality Traits: A Study on Hotel Employees

Year 2017, Volume: 12 Issue: 48, 272 - 283, 31.10.2017

Ömer Akgün Tekin

Abstract

Service is one of the major factors enabling sustainable competitive advantage in hospitality sector. Service provider's service orientation, abilities and other individual qualities as well as quality of service play an important role in making the service provided ensure customer satisfaction. Obviously, services are closely related to their providers and are deeply affected by individual qualities. There can be no doubt that personality traits are among individual qualities guiding the service providers attitude and approach and an interaction between personality traits and service orientation is possible. The main purpose of this research has been to study the relationship between service orientation of individuals offering insight on their tendency to serve and their personality traits. The study also analyzes the relationship between service orientation and demographic and personal qualifications of employees. The study has been carried out with 186 participants working in various departments of five star hotels in Ankara using quantitative methods. The study indicated a significant relationship between service oriented approach and openness trait of hotel employees, and showed that service orientation attitude vary based on employees' gender, training level, education in tourism and monthly income.

Keywords

Hotel Employees, Service Orientation, Five Factor Personality Trait

Hizmet Odaklılık ve Beş Faktör Kişilik Özellikleri Arasındaki İlişkiler: Otel Çalışanları Üzerine Bir Araştırma

Abstract

Otelcilik sektöründe sürdürülebilir rekabet üstünlüğünün sağlanmasında en önemli faktörlerden biri hizmet olgusudur. Sunulan hizmetin memnuniyet sağlamasında hizmetin niteliği kadar sunucunun hizmet odaklılığı, yetenekleri ve diğer bireysel özellikleri de önemlidir. Çünkü hizmet doğası itibariyle sunucusuna bağımlı olup, bireysel niteliklerinden ciddi düzeyde etkilenebilen bir olgudur. Sunucunun tutum ve davranışlarına yön veren bireysel niteliklerden biri de şüphesiz kişilik özellikleridir ve kişilik özellikleri ile hizmet odaklılık arasında da bir etkileşimin olması muhtemeldir. Bu araştırmada bireylerin hizmet verme eğilimleri hakkında fikir veren hizmet odaklılıkları ve kişilik özellikleri arasındaki ilişkileri incelemek temel amaç olarak belirlenmiştir. Öte yandan araştırmada çalışanların hizmet odaklılıkları ile demografik ve kişisel özellikleri arasındaki ilişkiler de incelenmiştir. Araştırma Ankara'daki beş yıldızlı otellerin çeşitli departmanlarında çalışan 186 kişi üzerinde nicel yöntemler kullanılarak gerçekleştirilmiştir. Araştırma sonucunda otel çalışanlarının hizmet odaklılık tutumları ile açıklık kişilik özelliği arasında anlamlı bir ilişki olduğu belirlenmiş, hizmet odaklılık tutumunun çalışanların cinsiyetlerine, eğitim düzeylerine, turizm mezuniyetlerine ve aylık gelir düzeylerine göre farklılaştığı görülmüştür.

Keywords

Otel Çalışanları, Hizmet Odaklılık, Beş Faktör Kişilik Özellikler

References

• Alge, Bradley J., Maria T. Gresham, Robert L. Heneman, Julie Fox and Rosemary Mcmasters. 2002. "Measuring Customer Service Orientation Using A Measure of Interpersonal Skills: A Preliminary Test in A Public Service Organization." Journal of Business and Psychology 16(3):467-476. Appannaiah, H.R., Reddy, P. N., Raghavan, H. V. S. and Gopala Krishna, D. S. 2010. Services Management. India: Himalaya Publishing House. Barrick, Murray R. and Michael K. Mount. 1991. “The Big Five Personality Dimensions and Job Performance: A Meta- Analysis.” Personnel Psychology 44:1-26. Başoda, Alaattin. 2012. "Kişilik Özelliği Olarak Hizmet Verme Yatkınlığının İş Tatmini ve İşten Ayrılma Niyeti Üzerindeki Etkisi: Konaklama İşletmelerinde Bir Uygulama." Master Thesis, Nevşehir University. Baydoun, Ramzi, Dale Rose and Teresa Emperado. 2001. "Measuring Customer Service Orientation: An Examination of the Validity of the Customer Service Profile." Journal of Business and Psychology 15(4):605-620. Büyüköztürk, Şener., Ebru Kılıç Çakmak., Özcan E. Akgün., Şirin Karadeniz and Funda Demirel. 2014. Bilimsel Araştırma Yöntemleri. Ankara: Pegem Akademi. Caligiuri, Paula M. 2000. “The Big Five Personality Characteristics as Predictors of Expatriate’s Desire to Terminate the Assignment and Supervisor-Rated Performance.” Personnel Psychology 53:67-68. Can, Abdullah. 2013. SPSS ile Bilimsel Araştırma Sürecinde Nicel Veri Analizi. Ankara: Pegem Akademi. Can, Yeliz. 2007. “A Tipi ve B Tipi Kişilikler Bakımından Mobbing Kişilik İlişkisinin İncelenmesi ve Bir Uygulama.” Master Thesis, Kocaeli University. Carraher, Shawn M., Jorge L. Mendoza, M. Ronald Buckley, Lyle F. Schoenfeldt and Charles E. Carraher. 1998. "Validation of an Instrument to Measure Service-Orientation." Journal of Quality Mana¬gement 3(2): 21l-224. Carraher, Shawn. M., John A. Parnell and John E. Spillan. 2009. "Customer Service-Orientation of Small Retail Business Owners in Austria, The Czech Republic, Hungary, Latvia, Slovakia, and Slovenia." Baltic Journal of Management 4(3):251-268. Cellar, Douglas. F., Donna J. DeGrande De Grendel, Jeffrey D. Klawsky and Mark L. Miller. 1996. "The Validity of Personality, Service Orientation, and Reading Comprehension Measures as Predictors of Flight Attendant Training Performance." Journal of Business and Psychology 11(1):43-54. Ceyhun, Serdar and Oğuz Diker. 2016. "Ankara İlinde Spor-Sağlık Merkezi Çalışanlarının Kişilik Özelliklerinin Hizmet Verme Yatkınlığı Üzerine Etkisi." Beden Eğitimi ve Spor Bilimleri Dergisi 10(1):100-110. Chait, Herschel N., Shawn M. Carraher and M. Ronald Buckley. 2000. "Measuring Service Orientation With Biodata." Journal of Managerial Issues 12(1):109-120. Church, Marcia K. 1993. “Investigation and Measurement of Personality Structure in a Non-Western Culture: Relating Indigenous Philiphinne Dimensions to the Big Five Model.” PhD Diss., Washington State University. Cooper, Chris. 2006. "Knowledge Management and Tourism." Annals of Tourism Research 33(1): 47-64. Costen, Wanda M. and Deborah I. Barrash. 2006. "ACE-ing the Hiring Pro¬cess: A Customer Service Orientation Model." Journal of Human Resources in Hospitality & Tourism 5(1):35-49. Cran, David J. 1994. "Towards Validation of the Service Orientation Construct." The Service Industries Journal 14(1):34-44. Donavan, Douglas T. 1999. "Antecedents and Consequences of the Contact Empoloyee’s Service Orientation: From Persona¬lity Traits to Service Behaviors." PhD Diss., Oklahoma State University. Evans, Nigel G. 2016. "Sustainable Competitive Advantage in Tourism Organizations: A Strategic Model Applying Service Dominant Logic and Tourism's Defining Characteristics." Tourism Management Perspectives, 18:14- 25. Frei, Richard L. and Michael A. McDaniel. 1998. "Validity of Customer Service Measures in Personnel Selection: A Review of Criterion and Construct Evidence." Human Performance 11(1):1-27. Girgin, Birsen. 2007. “Beş Faktör Kişilik Modelinin İş Yerinde Duygusal Tacize (Mobbing) Etkileri.” Master Thesis, Dumlupınar University. Giritlioğlu, İbrahim and Bünyamin Özlü. 2016. "Otel İşletmelerinin Yiyecek İçecek Ünitelerinde İşgörenlerin İş Tatmin Düzeyi ve İşgören Devir Hızı Algısı: Gaziantep İlinde Şehir Turizmine Hizmet Sunan Otel İşletmeleri Üzerine Bir Araştırma." Uluslararası Sosyal Araştırmalar Dergisi 9(43): 1847-1862. Goldberg, Lewis R. 1990. "An Alternative Description of Personality: The Big Five Factor Structure." Journal of Personality and Social Psychology 59(6):1216-1229. Gümüş, Özlem D. 2009. “Kültür, Değerler, Kişilik ve Siyasal İdeoloji Arasındaki İlişkiler: Kültürlerararsı Bir Karşılaştırma (Türkiye-ABD).” PhD Diss., Ankara University. Hill, T. P. 1977. "On Goods and Services." Review of Income and Wealth 23:315-338. Hiriyappa, B. 2009. Organizational Behavior. India: New Age International Limited Publishers. Hoffeditz, E. Louise. 1934. “Family Resemblances in Personality Traits.” The Journal of Personal Psychology 5(2): 214-227. Hogan, Joyce., Robert Hogan and Catherine M. Busch.1984. "How to Measure Service Orientation." Journal of Applied Psychology 69(1):167-173. Homburg, Christian., Wayne D. Hoyer and Martin Fassnacht. 2002. "Service Orientation of a Retailer's Business Strategy: Dimensions, Antecedents, and Performance Outcomes." Journal of Marketing 66(4):86-101. John, Oliver P., Alois Angleitner and Fritz Ostendorf. 1988. "The Lexical Approach to Personality: A Historical Review of Trait Taxonomic Research." European Journal of Personality 2:171-203. John, Oliver P. and Sanjay Srivastava. 1999. The Big Five Trait Taxonomy: History, Measurement and Theoretical Perspectives. Hadbook of Personality: Theory and Research Second Edition, (Eds. Lawrence A. Pervin & Oliver P. John), USA: The Guilford Press. Kalaycı, Şeref. 2010. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım. Kuşluvan, Salih and Duygu Eren. 2011. "İşgörenlerin Kişilik Özelliği Olarak Hizmet Verme Yatkınlığı ve Ölçümü: Bir Literatür Taraması." Anatolia: Turizm Araştırmaları Dergisi 22(2):139-153. Laws, Eric. 2003. Improving Tourism and Hospitality Services. UK: Cabi Publishing. Lundberg, M., C. Perris, P. Schlette and Rolf Adolfsson. 1999. “Transhistorical Variations in Personality and Their Association with Experiences of Parental Rearing.” European Psychiatry 14(6):1-16. Lytle, Richard S., Peter W. Hom and Michael P. Mokwa. 1998. "SERV*OR: A Managerial Measure of Organizational Service-Orientation." Journal of Retailing 74(4):455-489. Mayer, John D. 2007. "Asserting the Definition of Personality." The Online Newsletter for Personality Science 1:1-4. Moody, Margot C. 2007. “Adaptive Behvior in Intercultural Environments: The Relationship Between Cultural Intelligence Factors and Big Five Personality Traits." PhD Diss., George Washington University. Mount, Michael K., Murray R. Barrick and Greg L. Stewart. 1998. “Five-Factor Model of Personality and Performance in Jobs Involving Interpersonal Interactions.” Human Performance 11:145-165. Nelson, Kurt W. 2011. “Motivation and Personality: An Examination of the Big Five Personality Trait Factors and Their Relationship with Sales Performance in a Non-Cash Incentive Program.” PhD Diss., Capella University. Otto, Julie E. and J. R. Brent Ritchie. 1996. "The Service Experience in Tourism." Tourism Management 17(3):165- 174. Penke, Lars, Jaap J. A. Denissen and Geoffrey F. Miller. 2007. “The Evolutionary Genetics of Personality.” European Journal of Personality 21:549–587. Periatt, Jeffrey A., Subhra Chakrabarty and Stephen A. Lemay. 2007. "Using Per¬sonality Traits to Select Customer- Oriented Logistics Personnel." Transportaion Journal 46(1): 22-37. Perry, Susan R. 2003. “Big Five Personality Traits and Work Drive as Predictors of Adolescent Academic, Performance.” PhD Diss., The University of Tennessee. Plomin, Robert and John R. Nesselroade. 1990. “Behavioral Genetics and Personality Change.” Journal of Personality 58(1):191-220. Puher, Meredith A. 2009. “The Big Five Personality Traits as Predictors of Adjustment to College.” Master Dissertation, Villanova University. Ramachandra, K., Chandrashekara, B. and Shivakumar, S. 2010. Services Management. India: Himalaya Publishing House. Regan, William. J. 1963. "The Service Revolution." Journal of Marketing 27(3):57-62. Roach, Paul D. 2006. “Evolutionary Theory and Birth Order Effects on Big Five Personality Traits Among the Shuar of Amazonian Ecuador: The First Cross-Cultural Test.” PhD Diss., University of Oregon. Rosse, Joseph G., Howard E. Miller and Laurie K. Barnes. 1991. "Combining Per¬sonality and Cognitive Ability Predictors for Hiring Ser¬vice-Oriented Employees." Journal of Business and Psycho¬logy 5(4):431-445. Serçeoğlu, Neslihan. 2013. "Konaklama İşletmelerinde Çalışan İş Görenlerin Kişilik Özelliklerinin Hizmet Verme Yatkınlığı Üzerindeki Etkisi." Journal of Yasar University 8(31):5253-5273. Shaye, Afrouz. 2009. “Infidelity in Dating Relationships: Do Big Five Personality Traits and Gender Influence Infidelity?”, PhD Diss., Alliant International University. Teng, Chih- Ching and Clayton W. Barrows. 2009. "Service Orientation: Antecedents, Outcomes, and Implications for Hospitality Research and Practice." The Service Industries Journal 29(10):1413–1435. Uysal, Mine. 2010. “Hemşirelerin Kişilik Özellikleri ile Karar Stratejilerinin İlişkisi.”, Master Thesis, Haliç University. Vargo, Stephen L. and Fred W. Morgan. 2005. "Services in Society and Academic Thought: An Historical Analysis." Journal of Macromarketing 25(1):42-53. Yeşiltaş, Mehmet and Burak M. Demirçivi. 2010. "İş Görenlerin Yıldırma Eylemlerine Maruz Kalma Durumları Üzerine Bir Araştırma: Antalya Örneği." Anatolia: Turizm Araştırmaları Dergisi 21(2):199-217. Yoon, Kuh. 1997. “General Mental Ability and the Big Five Personality Dimensions: An Investigation of the Cross- Cultural Generalizability of Their Construct and Criteron-Related Validities in Korea.” PhD Diss., The University of Iowa. Zeithaml, Valarie A., A. Parasuraman and Leonard L. Berry. 1985. "Problems and Strategies in Services Marketing." Journal of Marketing 49: 33-46.