Proposes and tests a new approach for developing message themes and segmenting markets, termed the message development through personality segmentation – MDPS. This new tool, based on Mowen’s 3M model of motivation and personality, is used to identify a network of key personality traits that...

Purpose – This purpose of this paper is to explore the role of service personality in services marketing and service marketing communications. Central to the study is the influence of perceived customer‐service personality congruency on service outcomes. The causal ordering of perceived...