Abstract
<p>This paper aims to analyze the relationship between personality traits, customer-oriented behavior and job satisfaction. Focusing on the moderating role of job satisfaction in enhancing customer oriented behavior, the research was set in the context of Malaysian health tourism industry. The respondents consisted of nurses in health tourism hospitals in Malaysia. A quantitative cross sectional survey method was adopted, coupled with factor analysis and hierarchical regression analysis to analyze the collected data. The findings of this study revealed that extraversion and agreeableness were positively and significantly related to customer-oriented behaviour. Further, job satisfaction was found to be a quasi-moderator that interacted with extraversion to predict customer-oriented behavior. The findings of this research facilitate health tourism organizations to identify, recruit and train nurses who possess the right personality traits, structure the values of the organization and nurture a conducive work environment in order to maximize nurses’ job satisfaction that effectively improves their behavior towards customers and ultimately the performance of the firms.</p>
Highlights
1.1 Background of the StudyHealth tourism is a growing offshoot business of the traditional healthcare and tourism industries
The primary focus of this research aims to discuss the impact of job satisfaction in moderating the relationship between personality traits and customer oriented behavior in the context of health tourism organizations, which has yet to be discussed extensively in current literatures
In furtherance to earlier researches on personality traits and customer oriented behavior, this research found that extraversion and agreeableness among nurses in health tourism hospitals were positively and significantly related to customer-oriented behaviour
Summary
1.1 Background of the StudyHealth tourism is a growing offshoot business of the traditional healthcare and tourism industries. In order to tackle the complaints and improve the quality of the services in health tourism hospitals, an effective transformation is required through participation across all levels of the organizations, nurses as they act as the main contact employees in providing services to the patients. In this regard, this study aims to investigate the factors that lead to nurses’ customer oriented behavior, in relation to their personality traits and job satisfaction. Nurses’ positive customer-oriented behavior will reflect the increased organizational commitment, which in turn enhances patients’ satisfaction
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