Perceptions of incompatibility in customer‐to‐customer interactions: examining individual level differences

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).

Citation

Raajpoot, N.A. and Sharma, A. (2006), "Perceptions of incompatibility in customer‐to‐customer interactions: examining individual level differences", Journal of Services Marketing, Vol. 20 No. 5, pp. 324-332. https://doi.org/10.1108/08876040610679936