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By:Saugata Palit
1
• Meaning and Types of Expected Service
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• Factors That Influence Customer Expectations of Service
Meaning and Types of Expected Service
Customer Expectations of Service
Customer Expectations
•Beliefs about service delivery
•Serve as standards or reference points againstwhich performance is judged.
•Customers compare their perceptions ofperformance with these reference points whenevaluating service quality.
•Thorough knowledge about customer expectationsis critical to services marketers.
Expected Service: Levels of Expectations
Possible Levels of Customer Expectation
Ideal Expectations or Desires
Normative “Should” Expectations
Experience Based Norms
Acceptable Expectations
Minimum Tolerance Expectations
Dual Customer Expectation Levels
Desired Service:
Level of service that customer hopes to receive
Adequate service:
Level of service the customer will accept
The Zone of ToleranceRange or window in which customers do not notice service performance
When service falls outside this range(either very high or very low), the service gets the customer’s attention in either a positive or negative way
Zones of Tolerance forDifferent Service Dimensions
Most Important Factors
Adequate Service
Desired Service
Zone ofTolerance
Zone
of
Tolerance
Desired Service
Adequate Service
Least Important factors
Factors That Influence Customer Expectations of
Service
Factors That Influence Desired Service
Factors That Influence Adequate Service
TABLE 4.1: (Continued) How Services Marketers Can Influence Factors
Factor Possible Influence Strategies
Perceived service alternatives Be fully aware of competitive offerings, and where possible and
appropriate, match them.
Self-perceived service role Educate customers to understand their roles and perform them
better.
Word-of-mouth communications Simulate word of mouth in advertising by using testimonials and
opinion leaders.
Identify influencers and opinion leaders for the service and
concentrate marketing efforts on them.
Use incentives with existing customers to encourage them to say
positive things about the service.
Past experience Use marketing research to profile customers’ previous experience
with similar services.
Situational factors Use service guarantees to assure customers about service recovery
regardless of the situational factors that occur.
Predicted service Tell customers when service provision is higher than what can normally be expected so that predictions of future service encounters will not be inflated.
Frequently Asked Questions About Customer Expectations
What does a service marketer do if customer expectations are “unrealistic”?
How does a company exceed customer service expectations?
Do customer service expectations continually escalate?
What does a service marketer do if customer expectations are “unrealistic”?
•Under promise
•Reality check after purchase
How does a company exceed customer service expectations?
Honor promises don’t work on exceeding expectations
How does a service company stay ahead of competition in meeting customer expectations?
• Meet customer’s expectations better than the competition
Do customer service expectations continually escalate?
Desired service expectations are relatively stable
Adequate service expectations rise as quickly as service delivery or promise rise