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CH 3. Customer Expectations of Service: - Services Marketing, Zeithaml & Bitner
CH 3. Customer Expectations of Service: - Services Marketing, Zeithaml & Bitner
2002. 1. 21
The Zone of Tolerance : range of level, bounded desired and adequate service
• Different customers possess different zones of tolerance
• Zones of tolerance vary for service dimensions
• Zones of tolerance vary for first-time and recovery service
Desired Service
Zone of
Tolerance
Adequate Service
Desired Service
Level Desired Service
of Zone of
Expec-
tation Tolerance
Zone of
Adequate Service Tolerance
Adequate Service
Recovery Service
Outcome
Process
Expected Service
Enduring service
intensifiers
Desired Service
Personal needs
Zone of
Tolerance
Transitory service
intensifiers
Desired Service
Perceived service
alternatives
Zone of
Self-perceived Tolerance
Service role
Explicit service
promises
Implicit service
promise
Desired Service
Word of mouth
Self-Perceived Adequate
Service Role
Predicted Service
Service