Quality, value, satisfaction, trust, a

may not be adverse. Expected incompatibility may lead to a reduction in the
intensity of reaction while the unexpected incompatibility may increase the
intensity of reaction.
H2 : Prior expectations of incompatibility will increase tolerance for
incompatibility.
Control refers to the ability to regulate one’s own affairs. It has often been
defined as the need to demonstrate one’s competence, superiority and mastery
over the environment (White 1959). Literature makes a distinction between
behavioral, cognitive and decisional control (Averill 1973). Behavioral control –
also referred to as control over activities—“refers to availability of a response
which may directly influence or modify the objective characteristic of an event”
(pp.287). Decisional control or control over outcome refers to “the opportunity to
choose among various courses of action” (pp.287). The cognitive control refers to
“the way in which the event is interpreted, appraised, or incorporated into a
cognitive plan” (pp.287). In a restaurant situation control over activities may be
though as the ability to regulate improper public behaviors of fellow customers by
asking manager to enforce rules of conduct while control over outcome can be
operationalized as the ability to escape an undesirable situation by moving to
another section of the restaurant. Perception of high control has been shown to
positively impact the tolerance of pain and frustration, and self-report of distress
and anxiety (Hui and Bateson 1991).
H3 : Higher perceived control over service activities will increase
tolerance for incompatibility.
H4 : Higher perceived control over service outcome will increase
tolerance for incompatibility.
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