The Influence of Service Employees’ Big Five Personality Traits on Customer Satisfaction and Customer Loyalty in Restaurants and Beverage Businesses in Songkhla Old Town
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Abstract
This research aimed to: 1) examine the influence of the Big Five Personality Traits on customer satisfaction and loyalty toward food and beverage establishments in Songkhla Old Town; 2) investigate the effect of consumer satisfaction on loyalty. The sample for this quantitative study consisted of 420 consumers who had previously used the services of food and beverage establishments in Songkhla Old Town. The sample size was determined using Cochran’s (1977) formula, and purposive sampling was used. Data were collected using a structured questionnaire. Statistical analyses included frequency, percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression. The findings revealed that: (1) the Big Five Personality Traits of Service Employees, specifically extraversion, conscientiousness, and openness to experience, had a statistically significant positive influence on consumer satisfaction; and (2) agreeableness, conscientiousness, emotional stability, and consumer satisfaction had a statistically significant positive influence on consumer loyalty. The results of this study can serve as a guide for enhancing service personnel's capabilities to improve customer satisfaction and strengthen customer loyalty. These improvements can contribute to the competitiveness and sustainable growth of food and beverage businesses in Songkhla Old Town.
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