Chapter

Customer Expectations of Service 3

 Meaning and Types of Service Expectations

 Factors that Influence Customer
Expectations of Service
 Issues Involving Customer Service
Expectations
 What is Customer Expectations?
Customer expectations refer to the beliefs about the
service delivery that function as standards or reference
points against which performance is judged.

Accurate understanding of service expectations is critical

for the service companies.

Identification of Customers’ service expectations is first

and most critical step toward delivering quality service.
The Zone of Tolerance

Desired Service

Zone of
Tolerance

Adequate Service
 Zones of Tolerance for Different
Service Dimensions
Desired
Desired Service
Service
Level
of
Expectation Zone Desired Service
of
Tolerance
Zone
Adequate
Adequate Service
Service
of
Tolerance

Adequate Service

Reliability Tangibles
NEW
# Desired service: the level of service the customer hopes to receive—the “wished for”
level of performance

# Adequate service: the level of service the customer finds acceptable.

# Predicted Service: the level of service that customers anticipate they are likely to get.
 FAQs
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?