A Study of the Impact of Frontline Employee Traits on Service Quality and Customer Satisfaction in UK Hotels

Abstract

This study examines the impact of front line personality traits on customer satisfaction in hotels in the UK. The literature review, which is the secondary data, serves as a basis for this study and it is made up of two parts: Review of the hotel industry in UK, the relationship between generic providers’ quality and interaction quality, and personality theory. The primary data is collected through 150 structured questionnaires which were completed by customers who have had a hotel visit experience over the past twelve months in the UK. The questionnaire design is based on the Ten Item Personality Instrument (TIPI) and the modified SERVQUAL Scale. Furthermore, the study explores how customer satisfaction influences behavioral intentions. From this research, significant findings have been brought forward. It was found out that there are significant relationships between front line employee personality and customer satisfaction in the hotel industry. Customers’ satisfaction is found to have positve influences on intention to revisit and intention to recommend. Regarding managerial implications, managers may identify relevant psychological traits in order to establish a relatively good employee- job fit. Managers may also know what kind of employees are most appropriate and more competent for providing quality services to customers. Consequently, managers may select and recruit front line employees according to desired psychological traits.(e.g. enthusiastic, warm, sociable, and sympathetic) at the service encounter in order to improve the delivery of services and demonstrate a positive attitude towards guest service.