Customer Attitudes towards the Functional Service Quality and Neuroticism- based on an Example of Educational Service

Abstract

The purpose of this research was to test the proposed model linking customer perception of the functional service quality and customer neuroticism-related individual traits. In this model, individual traits were considered in terms of customer functioning within service-related context. Research was conducted on the students of a large European economic higher education institution, in a form
of questionnaire survey. The results indicate that neuroticism, as NEOAC dimension, maps into the customer individual service-context traits, constituting one of their dimensions (named as service-context neuroticism). Among these dimensions, service-context neuroticism shows the most visible relationship with functional quality perception, and the correlation is negative. Research seems to contribute to closing the gap in the area of individual determinants of quality perception by applying the service-related context to modelling the customer individual traits. Approach presented here could support organizations to accommodate their services according to individual traits of their customers, especially those neuroticism-related.