The Effects of the Personality Traits and Customer Orientation on Job Satisfaction and Job Performance

This study explores the correlation between personality traits, customer orientation, job satisfaction, and job performance. This study examines the impacts of personality traits and customer orientation on job satisfaction and job performance. Data were collected using a questionnaire survey. A convenience sample was drawn from salespeople working for department stores in Daegu and Pohang between September 1 st to 7 th 2011. A total of 337 responses were complete and usable questionnaires. Data were tested through factor analysis, correlation analysis, and regression analysis, using SPSS 12.0. Three main points are shown through this study. First, the correlation of all five factors extracted from salespeople personality traits with customer orientation was statistically significant. Personality traits and customer orientation were partially correlated with job satisfaction or job performance. Second, the regression analysis was conducted to exa-mine the influence of personality traits and customer orientation on job satisfaction; subsequently, only two factors extracted from customer orientation (consideration for customers and customer-centered thinking