The Customer Compatibility In Service Environment And Its Impact On The Post-Purchase Behavior Of Customer

With the development of the service industry, more and more problems have been emerged. The obvious problem is that the development of the service industry is not optimistic about the level of marketing, such as can't grasp the customer relationship in services industry. The enterprise put a great importance on the economy index, such as the income and consumption capacity, but there is a lack of concerning the compatibility between customers in the service environment, including the intervention between customer's words and deeds, the customer's tumult and so on. In the previous studies, the domestic scholars have not paid enough attention on customers, but mostly focus on the service encounter, service experience, and customer involvement. There is little of qualitative research on the customer compatibility, instead of the case analysis integrating with the characteristics of Chinese service industry.Based on these realities confusion and lack of theoretical research, we present a theoretical model of customer compatibility on the basis of the literature research and preliminary interviews, in order to explore the factors affecting customer compatibility and the connection of the compatibility affecting the customer post-purchase behavior. From the point of customer relationship, we put forward the definition of customer compatibility, and it takes the customer compatibility as the result variable, and takes the customer behavior, customer interaction, customer size as the influencing variables, to build the customer compatibility model of the service industry. On this basis, we analyze how the customer compatibility affects the post-purchase behavior of customers,and stress the customer satisfaction and loyalty, take the non-intervention measure and attribution as the conditioning variables.With the 320 valid data of random sample, this paper has done empirical study of the hypothetical model and scale. First, the exploratory factor analysis technology is used to measure the reliability and validity of all research instruments, and we abstract seven variables, which inosculate with the summing-ups coming from the literature. Secondly, we gain the general situation of the swatch. Whereafter we analyze the main variables'difference between the populations by the way of One-Way ANOVA. At the same time, we apply the Linear-Regression (enter-method) to the analysis about the influence factors of compatibility between customers, which shows that the structure of the scale is valid. And the regression analysis is also used to get the regression coefficients and the scores of the customer compatibility model. And we confirm that the customer compatibility has a significant impact on the post-purchase behavior of customers, such as the satisfaction and loyalty. On the basis of that, we have analyzed the moderator-variables. Finally, the relevant conclusions and recommendations are discussed, including the direction of unborn research.