Service Idealism: the Sense Perception of Personality

• Main Authors: Agus Marwi Jaya Pelawi, 黃保勝
• Other Authors: 張瑋倫
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78855149994554655521

碩士 === 淡江大學 === 企業管理學系碩士班 === 100 === The importance of service has been a central topic of study regarding marketing research. Good services influence customer perception toward services Service idealism indicates a particular service that is measured via the degree of idealistic based on customer perspective. In addition, service idealism is associated with customer preference and influences customer decisions toward services. This research uses the theory of psychological personality traits as the basis to investigate service idealism. Theoretically, certain factors may affect diversification of service idealism. Existing researchers investigated certain related topics in service domain. However, the components of service idealism are still ambiguous. Hence, this study aims to explore three questions: (1) how to discover the components of services idealism?, (2) how to use personality psychology to propose the conceptual model?, and (3) how to optimize the service toward services idealism. The proposed conceptual model uses personality to enfold two components of service idealism. The first component is service quality which contains assurance, reliability, and empathy, responsive and tangible. The second component is brand knowledge which contains brand awareness and brand image. Moreover, this research uses Genetic Algorithm to analyze optimal result of service idealism based on personality psychology. The data was obtained from customers who ever dined in Wang Steak and Tasty restaurants in Taiwan. Total number of collected data is 402which contains 290 of Tasty and 112 of Wang Steak. The result confirms service idealism is influenced by service quality and brand knowledge significantly. Different customer personalities affect their perceptions toward service idealism. Customers dined in Tasty and Wang Steak restaurants have significantly differences between their personality and perception. Customers who have extraversion personality is more influenced by reliability and awareness of restaurant, neuroticism personality is more influenced by empathy and brand image, agreeableness personality is more influenced by responsive, conscientiousness and openness personality are more influenced by brand awareness and service tangibility.. Additionally, Tasty has more effect on brand knowledge than Wang Steak while brand image has more impact for Wang Steak than Tasty. Service idealism is influenced by brand awareness and tangible of services for both restaurants. In summary, this research provides several contributions. Firstly, the identified components of service idealism can help companies improve services. Secondly, customer personality are also significant factors to classify customers and help firms increase customer loyalty and impressions. Thirdly, the result of service idealism also furnish clues for other restaurants (not only for steak restaurants) to provide superior services and attract customers.