|
|
|
| Relationship between Customers’ Perceived Compatibility and Their Behavioral Intentions |
| ZHAO Xiao-Yu, CAO Zhong-Peng, ZHANG Hao |
| Northeastern University, Shenyang, China |
|
|
|
|
Abstract From the perspective of customer perception, the meaning and dimension structure of customer compatibility are addressed. Then the measurement scale of customer compatibility is developed and a conceptual model is built to depict the relationship between customer compatibility and their behavioral intentions. A survey procedure is conducted to examine the model. Based on the survey results, the reliability and validity of the scale are validated, and the impact of four dimensions of customer compatibility, which include space compatibility, appearance compatibility, verbal compatibility and behavior compatibility on customers’ emotion, perceived service quality and behavior intention is examined too. Based on the research findings, several management suggestions are proposed to improve customer compatibility management.
|
|
Received: 11 July 2011
|
|
|
|
|
|
|
2012, Vol. 9 
