16
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter: 3 Customer Expectations of Service

Mkt 350 chapter_3 (1)

Embed Size (px)

Citation preview

Page 1: Mkt 350 chapter_3 (1)

Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Chapter: 3 Customer Expectations of Service

Page 2: Mkt 350 chapter_3 (1)

Customer Expectations of Service

Service Expectations

Factors that Influence Customer Expectations of Service

Issues Involving Customers’ Service Expectations

ChapterChapter

33

3-2

Page 3: Mkt 350 chapter_3 (1)

Objectives for Chapter 3:Consumer Expectations of Service Recognize that customers hold different types of expectations

for service performance.

Discuss several sources of customer expectations of service.

Acknowledge that the types and sources of expectations are similar for end consumers and business customers, for pure service and product-related service, for experienced customers and inexperienced customers.

Delineate some important issues surrounding customer expectations.

3-3

Page 4: Mkt 350 chapter_3 (1)

Needs Recognition

Page 5: Mkt 350 chapter_3 (1)

Possible Levels of Customer Expectations

3-5

Page 6: Mkt 350 chapter_3 (1)

Dual Customer Expectation Levels

3-6

Page 7: Mkt 350 chapter_3 (1)

The Zone of Tolerance

3-7

Page 8: Mkt 350 chapter_3 (1)

The Zone of Tolerance

Adequate Service

Desired Service

Zone ofTolerance

← Delights

← Desirables

← Musts

3-8

Page 9: Mkt 350 chapter_3 (1)

Zones of Tolerance

The range of expectations between desired and adequate… can be wide or narrow

can change over time

can vary among individuals

may vary with the type of product/service

3-9

Page 10: Mkt 350 chapter_3 (1)

Zones of Tolerance for DifferentService Dimensions

3-10

Page 11: Mkt 350 chapter_3 (1)

Factors That Influence Desired Service

3-11

Page 12: Mkt 350 chapter_3 (1)

Factors That Influence Adequate Service

3-12

Page 13: Mkt 350 chapter_3 (1)

Factors That Influence Desired and Predicted Service

3-13

Page 14: Mkt 350 chapter_3 (1)

Explicit Promises from Paytrust

3-14

Page 15: Mkt 350 chapter_3 (1)

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 customers’ service expectations?

Do customers’ service expectations continually escalate?

How does a service company stay ahead of competition in meeting customer expectations?

3-15

Page 16: Mkt 350 chapter_3 (1)

THANK YOU