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SM
Chapter 3

CUSTOMER
EXPECTATIONS OF
SERVICES

McGraw-Hill
McGraw-Hill © 2000 The
© 2000 TheMcGraw-Hill Companies
McGraw-Hill Companies
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Objectives for Chapter 3:
SM Customer Expectations of
Service
• Recognize that customers hold different types of
expectations for service performance
• Discuss controllable and uncontrollable sources of
customer expectations
• Distinguish between customers’ global expectations of
their relationships and their expectations of the service
encounter
• Acknowledge that expectations are similar for many
different types of customers
• Delineate the most important current issues surrounding
customer expectations

McGraw-Hill © 2000 The McGraw-Hill Companies


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SM DEFINITIONS

• Customers have different expectations re


services – or expected service
• Desired service – customer hopes to receive
• Adequate service – the level of service the
customer may accept

• DO YOUR EXPECTATIONS DIFFER RE


SPUR and CAPTAIN DOREGO?
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Figure 3-1
SM Dual Customer
Expectation Levels
(Two levels of expectations)
Desired Service

Zone of
Tolerance

Adequate Service

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SM Figure 3-2

The Zone of Tolerance

Desired Service

Zone of
Tolerance

Adequate Service

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Figure 3-3 6

SM Zones of Tolerance VARY for


Different Service Dimensions

Desired Service

Level
of Zone of Desired
Expectation Tolerance Desired Service
Service
Adequate Service
Zone
of
Tolerance

Adequate
Adequate Service
Service

Most Important Factors Least Important Factors


Source: Berry, Parasuraman, and Zeithaml (1993)
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Figure 3-4 7

Zones of Tolerance VARY for


SM
First-Time and Recovery Service

First-Time Service

Outcome

Process

Recovery Service

Outcome

Process

LOW HIGH
Expectations
Source: Parasuraman, Berry and Zeithaml (1991)
McGraw-Hill © 2000 The McGraw-Hill Companies
Figure 3-5 8

SM Factors that Influence


Desired Service

Enduring Service
Intensifiers

Desired
Service
Personal Needs
Zone
of
Tolerance

Adequate
Service

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SM

• Personal needs include physical, social,


psychological categories

• Enduring service intensifiers are individual, stable


factors that lead to heightened sensitivity to
service
This can further divided into Derived Service
Expectations and Personal service Philosophies

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Figure 3-6

SM Factors that Influence


Adequate Service
Transitory Service
Intensifiers

Desired
Perceived Service Service
Alternatives
Zone
of
Tolerance
Self-Perceived
Service Role Adequate
Service

Situational
Factors
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SM

• Transitory service intensifiers – temporary –


a computer breakdown will be less tolerated
at financial year-ends
• Perceived service alternatives
• Perceived service role of customer
• Situational factors

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Figure 3-7 12

Factors that Influence


SM
Desired and Predicted Service
Explicit Service
Promises

Implicit Service
Promises

Desired Word-of-Mouth
Service

Zone
Past Experience
of
Tolerance

Adequate Predicted
Service Service
McGraw-Hill © 2000 The McGraw-Hill Companies