A RESEARCH ON THE EFFECT OF PERSONALITY CHARACTERISTICS ON SERVICE QUALITY: AN APPLICATION IN HEALTH SECTORSEARCH ON THE EFFECT OF PERSONALITY CHARACTERISTICS ON SERVICE QUALITY: AN APPLICATION IN HEALTH SECTOR

Abstract

In this study, it was aimed to measure the relationship between service quality and personality traits as a result of the comparison of the services expected and perceived by individuals receiving service from public hospitals. A questionnaire was conducted between 15.08.2019 - 20.10.2019 on 403 participants over the age of 18 who had received service from a public hospital affiliated to the Ministry of Health in the center of Bolu. In the study, a questionnaire including demographic information form, SERVQUAL service quality expectation form, SERVQUAL service quality perception form and Five Factor Personality Scale were applied to the participants. According to the research results, the differences in all sub-dimensions and elements between the expected and the perceived level of service quality were statistically significant. Based on the results of the regression analysis, it was concluded that emotional and extraverted individuals were more selective in terms of personality traits in hospital service. In addition, based on the demographic characteristics of the individual, it was found that the quality of service showed no significant differences in terms of variables other than the level of education.