The importance of service has been a central topic of study regarding marketing research. Good services influence customer perception toward services. This study aims to discover the components of services idealism and how to optimize the service toward services idealism. This research uses Genetic Algorithm to analyze optimal result of service idealism based on personality psychology. The data was obtained from customers who ever dined in Wang Steak (290) and Tasty (112) restaurants in Taiwan. The result confirms service idealism is influenced by service quality and brand knowledge significantly. Customers who have extraversion personality are more influenced by reliability and awareness of restaurant. Neuroticism personality is more influenced by empathy and brand image. Agreeableness personality is more influenced by responsive. Conscientiousness and openness personality are more influenced by brand awareness and service tangibility. In summary, service idealism is influenced by brand awareness and tangible of services for both restaurants.
Cybernetics and Systems: An International Journal 43(8), pp.669-686