| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 90 === Since 1980, a number of researchers have conducted studies focusing on service quality. In 1985, Parasuraman, Zeithaml & Berry conceptualized service quality as a 5-Gap model, and lead the trends in service quality research. Then, researchers began to think about what kinds of personality traits of marketers lead to better customer service, and allow customers to receive better service quality. This question continues to be discussed today. Therefore, the aim of this study was to use quantitative methods to evaluate pharmaceutical marketers’ personality traits and factors affecting service quality, to better understand to what degree marketers’ personality traits affect service quality.
The result of this study show that the personality traits of marketers do affect customer service quality. For example, marketers with an open personality trend to place emphasis on their tangible and assurance dimensions. Those who are more conscious also project an imagine of reliability and assurance dimensions. However, those who are extroverted pay attention to customers’ responsiveness in an effort to understand their customers and build a relationship with them. Those who are agreeable are better able to get close to people, but may not appear as assurance. Those marketers who are emotionally unstable do not significant influence any dimension of service quality.
Pharmaceutical companies can use the results of this study to improve service quality dimensions according to their marketers’ personality traits, or in other words, choose appropriate marketers to increase service quality.
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