Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness

Objective Given the competitive nature of markets these days, environmental changes and gaining the trust of customers by other organizations have found that it is necessary to gain customers’ trust. On the other hand, insurance industry has been regarded as a rapidly growing industry in terms of qu...

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Autores principales:	Maryam Akhavan Kharazian, Shiva Dadbeh
Formato:	article
Lenguaje:	FA
Publicado:	University of Tehran 2021
Materias:	sellers’ trustfulness multi-level analysis sellers’ personality type customers’ personality type Business HF5001-6182
Acceso en línea:	https://doaj.org/article/6ccea12d2fcd471783d5d83aa916b3c7
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spelling	oai:doaj.org-article:6ccea12d2fcd471783d5d83aa916b3c72021-11-14T05:42:08ZDeveloping a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness2008-59072423-509110.22059/jibm.2021.310649.3955https://doaj.org/article/6ccea12d2fcd471783d5d83aa916b3c72021-08-01T00:00:00Zhttps://jibm.ut.ac.ir/article_83342_e2eae4df75d7e5a1ec3e82d50f5a99ce.pdfhttps://doaj.org/toc/2008-5907https://doaj.org/toc/2423-5091Objective Given the competitive nature of markets these days, environmental changes and gaining the trust of customers by other organizations have found that it is necessary to gain customers’ trust. On the other hand, insurance industry has been regarded as a rapidly growing industry in terms of quality and quantity of insurance companies. This study aims to examine the effectiveness of different types of customers’ and sellers’ characteristics on sellers’ trustfulness. On the one hand, it intends to address the theoretical gap by providing a comprehensive model in this field. Methodology The present empirical research was conducted using a descriptive-survey method. The reliability of the questionnaire was confirmed using Cronbach's alpha and CR index; the validity was assessed based on content validity, as well as convergent and divergent validity methods. The data were collected between September 2019 and September 2020. The statistical population of this study includes all customers of private insurance companies in Tehran. The data were analyzed using Smart P.L.S software and hierarchical linear analysis. Findings Data analysis findings revealed that customers' personality type has an effect on sellers’ trustfulness. Besides, the sellers' personality type at the organization level had a significantly intervening effect on the relationship between customers' personality type and the sellers' trustfulness at the individual level. In addition, the mediating effect of the sellers' personality type was measured using the Sobel test and its severity was measured using VIF coefficient. Conclusion The findings indicated that the sellers’ personality type had a more significant effect. Moreover, all dimensions of customers' and sellers’ personality types had a significant effect. Particularly, sincerity and openness were among the most significant customers’ personality types, while perceived stability had the most impact among the sellers' personality types. Finally, the sellers' personality type was confirmed as a mediator between the customers' personality type and sellers’ trustfulness.Maryam Akhavan KharazianShiva DadbehUniversity of Tehranarticlesellers’ trustfulnessmulti-level analysissellers’ personality typecustomers’ personality typeBusinessHF5001-6182FA‫مدیریت بازرگانی, Vol 13, Iss 2, Pp 412-434 (2021)
institution	DOAJ
collection	DOAJ
language	FA
topic	sellers’ trustfulness multi-level analysis sellers’ personality type customers’ personality type Business HF5001-6182
spellingShingle	sellers’ trustfulness multi-level analysis sellers’ personality type customers’ personality type Business HF5001-6182 Maryam Akhavan Kharazian Shiva Dadbeh Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness
description	Objective Given the competitive nature of markets these days, environmental changes and gaining the trust of customers by other organizations have found that it is necessary to gain customers’ trust. On the other hand, insurance industry has been regarded as a rapidly growing industry in terms of quality and quantity of insurance companies. This study aims to examine the effectiveness of different types of customers’ and sellers’ characteristics on sellers’ trustfulness. On the one hand, it intends to address the theoretical gap by providing a comprehensive model in this field. Methodology The present empirical research was conducted using a descriptive-survey method. The reliability of the questionnaire was confirmed using Cronbach's alpha and CR index; the validity was assessed based on content validity, as well as convergent and divergent validity methods. The data were collected between September 2019 and September 2020. The statistical population of this study includes all customers of private insurance companies in Tehran. The data were analyzed using Smart P.L.S software and hierarchical linear analysis. Findings Data analysis findings revealed that customers' personality type has an effect on sellers’ trustfulness. Besides, the sellers' personality type at the organization level had a significantly intervening effect on the relationship between customers' personality type and the sellers' trustfulness at the individual level. In addition, the mediating effect of the sellers' personality type was measured using the Sobel test and its severity was measured using VIF coefficient. Conclusion The findings indicated that the sellers’ personality type had a more significant effect. Moreover, all dimensions of customers' and sellers’ personality types had a significant effect. Particularly, sincerity and openness were among the most significant customers’ personality types, while perceived stability had the most impact among the sellers' personality types. Finally, the sellers' personality type was confirmed as a mediator between the customers' personality type and sellers’ trustfulness.
format	article
author	Maryam Akhavan Kharazian Shiva Dadbeh
author_facet	Maryam Akhavan Kharazian Shiva Dadbeh
author_sort	Maryam Akhavan Kharazian
title	Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness
title_short	Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness
title_full	Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness
title_fullStr	Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness
title_full_unstemmed	Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness
title_sort	developing a multi-level model of the impact of sellers’ and customers’ personality type on sellers’ trustfulness
publisher	University of Tehran
publishDate	2021
url	https://doaj.org/article/6ccea12d2fcd471783d5d83aa916b3c7
work_keys_str_mv	AT maryamakhavankharazian developingamultilevelmodeloftheimpactofsellersandcustomerspersonalitytypeonsellerstrustfulness AT shivadadbeh developingamultilevelmodeloftheimpactofsellersandcustomerspersonalitytypeonsellerstrustfulness
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Developing a Multi-level Model of the Impact of Sellers’ and Customers’ Personality type on Sellers’ Trustfulness

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