Stores)

This study proposes an integrated model that investigates the relationship between Perceived Quality of Service with personality traits (extraversion, conscientiousness, Neuroticism, Agreeableness and Openness to experience). Regarding high competitions in chain stores to sell more to customers and also to maintain customer’s loyalty for future purchases, this study seeks to influence customer’s perception. This research measures the effects of personality traits of FAKHR IRAN employees in ETKA Chain Stores on the customers perceived service quality. We used questionnaires to collect data from employees and customers of Etka Chain Stores throughout Tehran city. For assessing personality we used Goldberg questionnaire and for quality measuring we used SERVPERF questionnaire. Research population is all the Etka Chain store