Personality Traits and Customer-Oriented Behavior in the Health Tourism Hospitals in Malaysia

Abstract

The purpose of this paper is to investigate the relationship between personality traits and customer-oriented behavior in the Malaysian health tourism hospitals. The respondents wereconsisted of nurses inthe 13 health tourism hospitals in Malaysia. Data were collected by using administered on-site questionnaires and the constructs of this study were developed from past researchers with tested validity and reliability.Multiple regressionswere employed to test the relationship between personality traits and customer-oriented behavior.The findings of this study revealed that openness to experience and conscientiousness were significantly and positively related to customer-oriented behavior. These findings may be of help to healthcare managers to select the right candidates for customer-oriented nurses. IndexTerms-Customer-oriented behavior, health tourism hospitals, nurses, personality traits.