THE EFFECTS OF PERSONALITY DIMENSIONS OF SALES PERSON‟S ON ORGANIZATIONAL BRAND IMAGE (IN CASE ETHIO-TELECOM)

Abstract

This study was generally set to examine the effects of personality dimensions of sales person’s on organizational brand image in ethio-telecom. Specifically, the study aimed to evaluate the effect of a sales person’s openness, agreeableness, conscientiousness, extraversion and neuroticism on brand image. A quantitative research design was adopted with self-administered questionnaires for data collection. Data was collected from 150 Salespersons from 12 Ethio telecom shops located in Addis Ababa using simple random sampling. The analysis was done using descriptive and inferential statistics. The result of Pearson Correlation analysis shows that there was statistically significant and positive relationship between the three personality dimensions (i.e. neuroticism conscientiousness and extraversion) and organization brand image. However, the remaining two personality dimensions; agreeableness and openness had statistically insignificant and positive relation with the organization brand image. Based on finding the study it is recommended that Ethio-telecom Company has to work hard on improving the level of sales person personality traits through giving feedback for the needs of salesperson in all directions and make a comfortable work area in order to create a good organizational brand image.