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8/2/2019 Customer Expectations_student Version
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K VNG KHCH HNG V DCH V
NIDUNG
I. Ngun gc k vng khch hng (The
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sources o cus omer expec a ons o serv ces nc u ng ose aare controllable and uncontrollable by marketers)
II. M hnh v k vng dch v(a model ofservice expectations)
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Desired service
The level of servicethe customer ..
to receive
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Adequate service
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Desired service
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Adequate service
The level of servicethe customer
will _____
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Whether customers hold thesame or different expectation
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same industry?
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Are desired serviceexpectations thesame for across
Desired service
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restaurant service?
5
Adequate service
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Are desired serviceexpectations the same
for subcategories of restaurants?
Desired service
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Adequate service
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Desired service In sum, desiredservice expectations
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Adequate service
_________for serviceproviders within asubcategory that is
defined by thecustomer
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Desired service
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Do the levels of adequate serviceexpectations vary
across different firmswithin a category?
Adequate service
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Desired service
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Adequate service
The adequate serviceexpectation level is ____________ for
different firms withina category
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Desired service
The extent to
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of tolerance
Adequate service
recognize and arewilling to accept
this variation
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Desired service
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of tolerance
Adequate service
Nu khch hng kvng th i gian ch
i t khi kim tra v
v gi hnh l lkhong 10-15.
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Desired service
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of tolerance
Adequate service
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Desired service
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of tolerance
Adequate service
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Levelof
Expectation
Desired Service
Desired Service
Zones for Different Service DimensionsZones for Different Service Dimensions
Zoneof
Tolerance
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Most importantfactors
Least importantfactorsSource : L. L. Berry, A. Parasuraman, and V. A. Zeithaml, Ten Lessons for Improving Service Quality,
Marketing Science Institute, Report No. 93-104 (May 1993).
Adequate Service
Adequate Service
Zoneof
Tolerance
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Desired service Sources??
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oneof
tolerance
Adequate service
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Lasting ServiceIntensifiers
Desired Service
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Personal Needs Zoneof
Tolerance
Adequate Service
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States or conditionsessential to the
physical or
Personalneeds
-being of the customer
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Lasting
serviceintensifiers
are individual, stablefactors that lead the
customer to aheightened sensitivity
to service
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Perceived Service
Temporary ServiceIntensifiers
Desired Service
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Self-PerceivedService Role
SituationalFactors
Alternatives Zoneof
Tolerance
Adequate Service PredictedService
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Temporaryservice
intensifiers
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Temporary
serviceintensifiers
Personal emergency situations __________ __________ the level of adequate
service expectation, particularlythe level of _________________
required and consideredacceptable
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Perceivedservice
are _____________fromwhom the customer can
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a erna ves obtain service
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Customersself-service
The degree to whichcustomers exert an
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ro e __________of service they receive
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The customers _________ participation inthe service affects this factor.
When customers believe the are doin
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their part in delivery, their expectationsof adequate service are ___________
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Situational
factors
Service performanceconditions that
customer views as
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beyond the controlbeyond the control of the service provider
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Predicted
service
Prediction made bycustomers about what
is likely to happen
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during an impendingtransaction.
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Explicit ServicePromises
Implicit ServicePromises
Factors That InfluenceDesired/Predicted Service
PredictedService
Word-of-Mouth
Past ExperienceZoneof
Tolerance
Desired Service
Adequate Service