Quality, value, satisfaction, trust, a

estaurant where they can escape incompatibility; communicate to them in
advance about the probability of encountering incompatible behavior then even a
conservative customers in bad mood and high involvement in restaurant selection
will not react adversely to incompatibility.
Discussion
Place table 3 about here
Purpose of this study was twofold; to explore the antecedents of customers’
reaction to incompatibility and to develop operational guidelines for practitioners
to manage incompatibility at foodservice outlets. Although the factors selection
and testing was based on review of literature that assumed these to be linked to
incompatibility, it was important to test these commonly held assumptions. By
testing hypotheses about this linkage we were able to determine the direction of
these linkages. Although the model fit statistics are fairly high (adjusted R 2 =0
.893) we feel that the model tested can not be considered as complete. Some of
the factors that may have an impact on incompatibility such as educational level
of respondent and price of the meal were not included in the experiment because
of the increasing response burden on the respondents. Even the six factor
experiment can be considered as one with high response burden and we tried to
lighten up this burden by using video films in place of traditional written
scenarios.
Although the testing of hypotheses and information obtained from these were
important in understanding the phenomenon of incompatibility, it unfortunately
did not provide relevant guidelines in terms of managing incompatibility at the
business place. It is obvious that in most of the cases, incompatibility at business
place is inevitable. Good segmentation can help reduce incompatibility but it can
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