2022 90 91 92 93 94 95
2021 84 85 86 87 88 89
2020 78 79 80 81 82 83
2019 72 73 74 75 76 77
2018 66 67 68 69 70 71
2017 60 61 62 63 64 65
2016 54 55 56 57 58 59
2015 48 49 50 51 52 53
2014 42 43 44 45 46 47
2013 36 37 38 39 40 41
Submit your article

Issue № 93. August 2022

Customer Compatibility Management as a Tool to Increase Customer Loyalty and Operational Efficiency in Service Companies

Irina A. Zakharova

PhD, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.

Customers of service companies, being an integral part of the service itself, confirm the thesis that each service provided is unique, and the variability introduced by customer behavior significantly affects both loyalty and efficiency of the company, and also creates operational risks. Customers don’t just consume or buy a service, they help create it, even if it means showing up to a scheduled meeting on time. Companies for a long time haven’t paid attention to the variability introduced by customers, and moreover, if earlier they considered it in terms of its impact on the organization’s operations, today they are increasingly considering the impact of variability on the behavior of customers themselves. In the same way that companies experience dissatisfaction when customers exhibit behavior that is out of line with their activities, customers experience discomfort when the experience of contacting an organization and receiving a service does not match their expectations and desires. Thus, customers and companies impose variability on each other. Accounting for variability, what Frey calls a classic accommodation, improves customer satisfaction through higher operating costs. On the other hand, reduced variability or classic reduction lower operating costs, but often at the cost of quality customer satisfaction. Achieving compatibility between organizational capabilities and customer preferences is a key issue for organizations in increasing business performance and customer loyalty. This article examines the types of variability brought by customers, reflects scientific discourse and analyzes the strategies of service companies in various industries in terms of managing customer variability, and also explores the areas of activity to achieve compatibility between the company and service consumers.


Operational efficiency, types of customer variabilities, customer service, compatibility management, customer loyalty.

DOI: 10.24412/2070-1381-2022-93-7-21

No material published in this journal may be reproduced in print or in electronic form without a link to "E-journal. Public Administrarion".
119991, Room A-710, Shuvalovskiy building, Lomonosov Moscow State University
(27/4, Lomonosovskiy Avenue); phone: +7 (495) 930-85-71
Copyright © 2015 SPA MSU