Program: MBA , Trimester 3, First Year

Subject Code- 305 MM:

Customer Oriented Marketing of Services

Unit No. 2
Lecture No. 1
Dr. Shahid Amin
Asst. Professor, School of Management
Outlines

• Prerequisite of topic
• Objective
• Customer Expectation
• Learning Outcomes
• References
Prerequisite of topic:

Students must have understanding of concept of services.

Objective:

 To understand the expectation of customer.

What is Customer Expectation?
Customer expectation can be defined as “Customers assumption of his
/ her experience in fulfillment of a need with the available resources
at his / her disposal”.  In simple terms, customer expectation is what
the customer expects from a product or service.
Customer expectation can be classified into two categories
based on the performance aspirations for attributes,
features, and benefit of the product or service.

These are known as-

Explicit and implicit expectation. 

Customer expectation was decoded by a research done by
Parasuraman, et al (1985). The research only referred to
service level quality. But, few of their findings were
important and can be applied to both product and service.
They indicated that customers have a predetermined
expectation before purchase. This affects the buying
decision. Furthermore, customer expectation is said to
have two levels. One is the desired level, and the other is
sufficient level. The desired level is the benefits customer
hopes to get, and the sufficient level is the acceptable
service or benefit. Finally, their research indicated that a
promise of the seller should not be unrealistic. Under-
promise is better, whereas the likelihood of exceeding
customer expectation is high.
Businesses should always pay careful attention to setting
expectations, meeting expectations and resetting
expectations,  to be successful in the marketplace.
Learning Outcome:

Understand the expectation of customer.

References

Services Marketing, by Zeithaml, Bitner, Gremler and Pandit, Tata

McGraw Hill Education Pvt. Ltd