The Impact of Social-Personality Characteristics on Customer Satisfaction (Case Study: Mizban Restaurant)

Understanding customer’s needs is one of the most fundamental requirements for the survival of organizations in today’s world. With understanding customer needs, and trying to meet them a major step towards customer satisfaction is taken and for this reason, customer-oriented organizations place their knowledge of needs, requirements and, most important of all, the factors that affect customer satisfaction at the top of their studies. Considering the very important role of the organization's human resources in satisfying customers, the present study seeks to examine the social-personality characteristics of employees on the customers' satisfaction of the Mizban restaurant located in Babolsar. The present study was carried out using a survey method. The statistical population of this study is the customers of the Mizban restaurant. The results of the research showed that customer satisfaction has a meaningful relationship with the five variables of extroversion, consistency, conscientiousness, acceptance and emotional stability. Regression analysis showed that the acceptance variable is a stronger predictor than other variables.