Increasing Customer Compliance in Services: the Relative Importance of the Actual and the Ideal Self

Shuqin Wei, Southern Illinois University, USA
Tyson Ang, Southern Illinois University, USA
Many long-term services require customers to comply with the service provider’s instructions when outside of the service facility. We investigate how self-congruence influences compliance. We find that actual self-congruence leads to more compliance than ideal self-congruence. We investigate the mediating role of planning and identify a moderator (units vs. numbers).
[ to cite ]:
Shuqin Wei and Tyson Ang (2013) ,"Increasing Customer Compliance in Services: the Relative Importance of the Actual and the Ideal Self", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.