| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 100 === The mobile communication product universal with time as the changes of socially life style and the huge improvement of information technology. The function and category also become diversification and wisdom. This change not only increased people relying mobile communication product but also increased the contact mobile communication product retail stores. Those attachments activate the competition of the mobile communication industry.
The customer is the most important key to live and sustainable operation in this situation which full of competition. And the good service qualities can build the long time and excellent relation with customers. However, to understand the thought of customers is the major key to comfort customers.
Because different customers have varies personality traits. The personal personality traits will cause little diversity of the feel to service qualities. Besides, many scholars use the SERVPERF which combine personality traits theory as the research module to discover service qualities and without others influential factors. This research also thinks the demographics also being the one of influential factor. As result, the research as the demographics to be the moderating variables to discover the moderate effect between the personality traits and service qualities. We also want to realize customers of mobile communication having specific personality traits and living background will make what kinds of influence to the feeling of service qualities.
This study adopted agreeableness of Five-Factor model（FFM）as measure variable. To assess service quality, we use SERVPERF scale, including tangibles, reliability, responsiveness, assurance and empathy five dimensions. Using questionnaire survey to collect data, and the targets of this study is those customers in mobile communication product retail stores, and the total number of the sample is 415 pieces. By using SPSS and AMOS methods make a Structural Equation Modeling（SEM）to substantiate the hypothesis.
The results indicated that: （a） Agreeableness of personality traits have a positive significant impact on SERVPERF scale. （b） The income of customers'' demographics has interfered with reliability, the responsiveness, assurance and empathy of SERVPERF.
According to the result, the mobile communication can adjust the service attitude and give several kinds of service when serving different personality traits and income of clients. This way not only let the customers get the great service qualities but also handle the customers easily, and achieve the goal of sustainable operation.
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