Service Quality, Client Satisfaction and Client Personality in the Public Companies

The purpose of this paper is to explore the relationship between service quality, client satisfaction and personality in the public companies. Also, we examine service quality of public companies and clients satisfaction and client's personality. Based on Parasuraman et al.'s SERVQUAL variables, i.e. tangibles, reliability, responsiveness,empathy and assurance the authors tried to identify the effects of each dimensions to client satisfaction and personality. Data were collected thought field research among 413 clients who have conferred topublic companies. The results identified that between service quality of public companies and client satisfaction is a significant positive relationship, but moderating variable (personality) dose not impact in relationship between independent variable and dependent variable. Also in this study it was found that service quality of public companies lower than the average expected and client satisfaction is the same and shows less than the expected average. In terms of client's satisfaction in dimensions of service quality scales clients have most satisfaction of empathy and from the responsiveness have the least satisfaction.A notable limitation of research is researchers used a single overall question to measure satisfaction. Other problem is clients don't motivate to participate in study. Companies providing hedonic services modify the content of their services or add novelty stimulus into their services from time to time in order to evoke the most desired client's emotions and enhance satisfaction. In this paper we use SERVQUAL model to measure the service quality of public companies. And the paper manages to identify the effects of SQ dimensions on client satisfaction and personality in the public companies.

Service quality, Client satisfaction, Personality, SERVQUAL, Iran