Personality and Trust Fosters Service Quality |
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| Authors: | Sheila Simsarian Webber Stephanie C Payne Aaron B Taylor |
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| Institution: | 1. Sawyer Business School, Suffolk University, 8 Ashburnham Place, Boston, MA, 02108, USA
2. Psychology Department, Texas A&M University, 4235 TAMU, College Station, TX, 77843, USA
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| Abstract: | Purpose The purpose of this study was to determine the extent to which cognitive and affective trust mediate the service provider personality?Cservice quality relationship, controlling for customer personality. Design/Methodology/Approach Hypotheses were tested using a matched sample of 249 customer-service provider dyads. Results Service provider service orientation incrementally predicted customer cognitive trust in the service provider above and beyond customer agreeableness, which related significantly to affective and cognitive trust. Analyses further revealed that cognitive trust mediated the service provider service orientation?Cservice quality relationship. Implications Hiring service-oriented front-line employees may facilitate customer cognitive trust which in turn relates to service quality. In addition, training front-line employees to identify agreeable customers may facilitate the quick development of trusting relationships. Originality/Value This is the first study to simultaneously examine the impact of both the customer and the service provider personalities on customer trust and service quality in long-term relationships. Results demonstrated the role of cognitive trust as a mediator of the relationship between service orientation and service quality. |
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