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Customer Expectations of Service
Meaning and Types of Service Expectations
Factors that Influence Customer Expectations of Service
Issues Involving Customers’ Service Expectations
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Customer Expectations Beliefs about ________________ Serve as reference points against which
performance is judged In evaluating service quality, customers
compare ____________of performance with ____________
Customer Expectations of Service
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Possible Levels of Customer Expectations
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Customer Expectations of Service
Expected service: Level of Expectations ____________ service
Level of service the customer hopes to receive
____________ serviceLevel of service the customer will accept
Customers assess service on what they desire and what they deem acceptable.
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Dual Customer Expectation Levels
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Customer Expectations of Service
The ____________ Range or window in which customers do not
notice service performance
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The Zone of Tolerance
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Customer Expectations of Service
The Zone of Tolerance Range or window in which customers
____________ service performance When service falls outside the range (either
very high or very low), the service gets the customer’s attention in either a positive or negative way.
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The Zone of Tolerance
Adequate Service
Desired Service
Zone ofTolerance
Delights
Desirables
Musts
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Zones of Tolerance
The range of expectations between desired and adequate… can be wide or narrow
________________________
can vary among individuals
may vary with the ____________
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Zones of Tolerance for DifferentService Dimensions
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Factors That Influence Desired Service
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Factors That Influence Adequate Service
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Factors That Influence Desired and Predicted Service
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Frequently Asked Questions About Customer Expectations What does a service marketer do if customer
expectations are “unrealistic”?
Should a company try to delight the customer?
How does a company exceed customer service expectations?
Do customer service expectations continually escalate?
How does a service company stay ahead of competition in meeting customer expectations?
