Perceptions of incompatibility in customer-to-customer interactions: Examining individual level differences

Nusser A. Raajpoot, Arun Sharma

Research output: Contribution to journalArticle

22 Scopus citations

Abstract

Purpose - The purpose of this paper is to explore the antecedents of customers' reactions to incompatibility and to develop operational guidelines for managers. Design/methodology/approach - Using fractional factorial design six individual level factors are manipulated using video-based scenarios. Findings - The research finds that mood, expectations, and perceived control over outcome are the three most important factors influencing perception of incompatibility. Value system, control over process, and involvement effect perceived incompatibility to a lesser extent. Research limitations/implications - The model tested cannot be considered as complete. Some of the factors that may have an impact on incompatibility such as educational level of respondent and cost of the service were not included in the experiment because of the increasing response burden on the respondents. Practical implications - For services managers, results highlight the importance of perceived control and prior expectation of incompatibility in managing incompatibility. Co-creation of service, development of realistic advertising messages, and mood manipulation whenever possible, have been indicated as possible solutions. For academics, this research provides greater insights into the relative importance of individual level antecedents of customer incompatibility. Results also show that mood has both direct and indirect (via interactions with perception of control and involvement) effects on creation of incompatibility perceptions. Originality/value - Results are of value to both service managers and academics. This paper extends research in the area of customer-to-customer interactions by empirically examining non-demographic individual level factors that impact the perception of incompatibility (negative interpersonal encounters among customers).

Original languageEnglish (US)
Pages (from-to)324-332
Number of pages9
JournalJournal of Services Marketing
Volume20
Issue number5
DOIs
StatePublished - Sep 7 2006

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Keywords

  • Consumer behaviour
  • Individual perception
  • Interpersonal communications
  • Social interaction

ASJC Scopus subject areas

  • Marketing

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