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Chapter4-1

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 of Service


Customer Expectations
Beliefs about ________________
Serve as reference points against which
performance is judged
In evaluating service quality, customers
compare ____________of performance with
____________

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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

____________ service
Level 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
customers attention in either a positive or
negative way.

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The Zone of Tolerance

Desired Service

Zone of
Tolerance

Adequate Service

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 Different


Service 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?