Quality, value, satisfaction, trust, a

A lot of commonalities can be found between seven factor solution by Martin and
six categories presented by Grove and Fisk. In fact most of the Grove and Fisk’s
six categories can easily be fitted into Martin’s seven factor solution. Since the
tolerance for public behaviors is situation and individual specific (Martin 1996),
the classification of public behavior can serve as a good basis for customer
segmentation. This classification also alerts service managers to identify and
control the negative public behaviors and encourage the positive behaviors.
Research on roles fellow customers play is also very limited. Parker and
Ward (2000), Bitner et. al. (1997), and McGrath and Otnes (1995), describe roles
that customers may play in improving service experience of other customers.
These studies identify two basic roles customers adopt when interacting with
each other; help seeker and help provider. By identifying typical scripts
associated with these roles, these studies stress the huge opportunities that
service managers need to exploit by planning and encouraging interactions
among customers.
Research on the factors influencing customer perception of incompatibility
is limited to two studies only. Martin and partner (1989) in an exploratory study
propose that incompatibility can arise because of demographic, social and
cultural differences. These differences may include different preferences,
different purchase goals or sought benefits, stereotyping, beliefs, attitude and
cultural backgrounds, differences in past experience with service and other
customers’ physical characteristics and medical condition. These propositions
were based on interviews and customer surveys. Grove and Fisk (1997) while
empirically testing the impact of individual demographic differences on the
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