Typology of human behavioral traits for strategic customer relations

Abstract

This paper examined trait, personality, attitude and behaviour as they relate to strategic customer relations practice. Defined as a generalized and focalized neuropsychic system (peculiar to the individual) with the capacity to render many stimuli functionally equivalent, and to initiate and guide consistent forms of adaptive and expressive behaviour, trait was observed to have more than nominal existence. Attitude, on the other hand was defined as the constellation of those relatively enduring traits that characterize one individual from the other just as personality was seen as the overall effect the individual has on other-people. While also bringing to bear the relevance of type A and B behaviour and self concept on strategic customer relations, the paper stressed the need for public relations practioners to, as a matter of regularity, employ psychological principles in the practice of their profession. This was based on the paper's assertion that such employment of psychological principles will maximize public relations results.