Research On Customer Compatibility Management

With the development of economic globalization, the service industry is facing numerous competition and challenges. Service organizations should consider how to improve the customer service experience, for market share. Among these factors,which can affect customer service experience, service environment is an important one. Although,many researchers pay attention to service environment Influence, but they all overlooked an important environmental factor-other customers, namely consumer compatibility management. As we all know, consumer enjoy their service products when the products produce, inevitably, other customers will be the same service-scape, as a part of service environment background. Different from other service-scape environmental factors, other customers are complicated, talking, walking, laughing etc., which is a dynamic environment composed of services. So, service organizations should actively turning to customer compatibility management practices, instead of tolerating the inevitable impact of consumer-to-consumer.Author explore customer compatibility management from the perspective of management. On the one hand, author investigate the connotation of customer compatibility, to analyze the customers compatibility factors, which will be divided into hygiene factors and motivational factors. On the other hand, combined with relevant environmental cognitive theory, building customer compatibility effect model of hygiene-motivational factors, to analyze the impact of two factors on the service enterprise. According to above-mentioned theoretical analysis, carry out the customer compatibility management. In short, the hygiene factor management aim for avoiding incompatible perception, reducing the negative effects of experience, so the services companies need to focus on hygiene factors, such as customer density management, management of social norms. Relatively, motivational factors management are mostly to provide added value for customers, creating a harmonious atmosphere between the customers. Based on specific circumstances, service organizations can select compatibility management of motivational factors. This article includes a case study of cruise tourists, to explore the cruise customers compatibility management. Critical incident technique analysis is used to analyze the case, and samples--online cruise reviews--come from ctrip website. By analyzing the content of comments,wc can understand the status of cruise customers compatibility.Specifically, hygiene factors is a major problem,which lead to the incompatibility, while motivational factors are not obvious,for only a few customers mentioned. Therefore, at this stage, the cruise governor is imperative to solve hygiene factor management,namely customer density, cruise norms, while cruise could explore motivational factors, to create market competitiveness.