How do Consumer Personality Traits Affect their Perceptions and Evaluations of Service Quality?

One of the challenges in service evaluation measurement is how to quantify service quality perceptions so that businesses can use these measures to benchmark their service performances. This study demonstrates the need to weigh customers´ service perceptions based on their inherent characteristics such as personality traits. These findings challenge the adequacy of the traditional method of service evaluation measurement. And, the significance of this study lies in its potential to contribute to an improved model of conceptualizations and operationalization of perceptions of service quality and consequently more comprehensive knowledge about customers´ perceptions of service quality and its consequences.