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Chapter. Customer Expectations of Service 顾客对服务的期望. 4. Meaning and Types of Services Expectations 期望的意义与类型 Factors that Influence Customer Expectations of Service 影响期望的因素 Issues Involving Customer Service Expectations 影响服务期望的因素. 期望的类型（表现形式）. Desired service 理想的服务 理想的情况下，我可能从服务中得到的利益 - PowerPoint PPT Presentation
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McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Chapter
4 Customer Expectations of Service顾客对服务的期望
• Meaning and Types of Services Expectations• 期望的意义与类型• Factors that Influence Customer
Expectations of Service 影响期望的因素• Issues Involving Customer Service
Expectations 影响服务期望的因素
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期望的类型（表现形式）• Desired service 理想的服务
•理想的情况下，我可能从服务中得到的利益
• Adequate service 可接受的服务•我至少应该得到什么利益？•可容忍的最低期望
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Adequate Service
Desired Service
Figure 3.3Dual Customer Expectation Levels
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Adequate Service
Desired Service
Zone ofTolerance
Figure 3.4 The Zone of Tolerance
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Which kind of customer expectation should a service provider need to understand? Desired service? Adequate service? Why?服务提供商应该理解哪种期望？理想的期望？可接受的期望？
Brainstorming
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Which kind of customer expectation is more stable? Desired service or adequate service? Why?哪种顾客期望更稳定？理想的期望？可接受的期望？
Brainstorming
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Most Important Factors Least Important Factors
Level of
Expectation
Source: Berry, Parasuraman, and Zeithaml (1993)
Adequate Service
Desired Service
Zone ofTolerance
Zone of
Tolerance
Desired Service
Adequate Service
Figure 3.5
Zones of Tolerance forDifferent Service Dimensions
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First-Time Service
Outcome
Process
Outcome
Process
Recovery Service
ExpectationsLOW HIGH
Source: Parasuraman, Berry and Zeithaml (1991)
Zones of Tolerance forFirst-Time and Recovery Service
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Enduring Service Intensifiers持久的服务强化Personal service philosophy个人服务理念
Personal Needs个人需要 Zone of
Tolerance
Desired Service
Adequate Service
Figure 3.6
Factors That InfluenceDesired Service
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Self-Perceived Service Role自我感知的服务角色
Situational Factors情境因素
Transitory Service Intensifiers暂时服务强化因素
Perceived Service Alternatives可感知的服务替代 Zone of
Tolerance
Desired Service
Adequate Service
Figure 3.7
Factors That InfluenceAdequate Service
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Predicted Service预计的服务
Explicit Service Promises明示的服务承诺Implicit Service Promises暗示的服务承诺
Word-of-Mouth口碑Past Experience过去的经验Zone
of Tolerance
Desired Service
Adequate Service
Figure 3.8
Factors That InfluenceDesired and Predicted Service
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假设有一小型企业欲购买一批手提电脑给员工使用，根据图 3-8 ，哪些影响该企业购买期望的因素是关键性的？哪些因素最不重要？
Brainstorming
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Would you give an example which a service company’s explicit service promises were inflated and let you to be disappointed? 请给出一个例子，由于供应商的明示的服务承诺过于夸大而使你感到失望？
Brainstorming
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What the impact would have been of making unrealistic promises? 不现实的承诺会带来什么后果？
Brainstorming
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Do you believe any of your service expectations are unrealistic? 你觉得自己的期望是不现实的吗？
Brainstorming
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Know customer expectations by asking questions. 通过询问了解顾客期望 Show that you have got it and are taking actions. 表示了解并采取行动 Explain why you can not meet their expectations so far. 解释为什么目前没有达到要求
Basically, customer expectations are realistic
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Should a service provider simply try to meet customer expectations or exceed them? 服务商应该仅仅达到顾客期望还是应该超过顾客期望？
Brainstorming
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How can a service provider exceed customer expectations?服务商怎样才能超过顾客的期望？
Brainstorming
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Build close customer relationship. 建立亲密的顾客关系 Keep doing better than your competitor.
永远比你的竞争对手好
Exceeding customer expectations
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举办 2008 北京奥运会是今年中国面临的最大的国际盛事。如何才能够让各国宾客高兴而来，满意而归？请结合图 3-8 （ p.62),讨论中国政府作为东道主，可以影响各国宾客期望的策略。
Brainstorming
