The Influence of Introversion–Extroversion on Service Quality Dimensions: A Trait Activation Theory Study

Personality characteristics influence individuals’ perceptions, evaluations, and behaviors toward external stimuli. This study aims to investigate the of extroversion–introversion personality hospitality customers on amount value they attached different service quality dimensions. The customers’ dimensions has not been previously studied by researchers. data were obtained from 508 Turkish tourists staying at five-star hotels in holiday resorts located Aegean coast Turkey. Partial least-squares structural equation modelling (PLS-SEM) was used analyze data. At measurement model stage, scales subjected reliability validity tests. It seen that all variables met criteria. hypotheses tested examine relationships between latent variables. results show while introvert tend attach more tangibles dimension quality, extrovert empathy quality.