Quality, value, satisfaction, trust, a

ewards (Swinyard 1993). A customer in positive mood is expected to
demonstrate a more positive evaluation of service encounter than those with
negative or positive mood (Knowles et al. 1993). In other words, customers in
good mood will display greater tolerance towards negative impacts of
incompatibility. Negative moods on the other hand produce greater dislike for
fellow customers, greater vulnerability to provocation and lesser willingness to
forgive (Gardner 1985). Alternatively stated, a customer in negative mood can
strongly react to even small incompatible behaviors.
H1 : Customers in good mood will show higher tolerance for
incompatibility and customers in bad mood will show low tolerance
for incompatibility.
Recent research suggests there are two levels of service expectations i.e.
desired and adequate (Kalra 1991 and Boulding et al. 1993). Desired
expectations represent the level of service a consumer hopes to receive, while
adequate expectations, a lower level of expectations, relate to what consumers
deem an acceptable level of performance. Desired expectations are known to
remain relatively stable over time, while adequate performance expectations may
vary more widely. Between these two service quality expectation levels is a zone
of tolerance. The zone of tolerance describes the latitude in customer’s
willingness to accept deviation from desired standards. This zone of tolerance will
be different for different services (Gwynne and Devlin 2000). For example
patients in waiting room to see a doctor will expect and accept a low level of
compatibility where as a customer in his/her favorite bar may not expect and
accept a high level on incompatibility. It follows then that if the level of customer
incompatibility lies within the zone of tolerance, customer evaluation of service
288