Objectives for chapter 3: Customer expectations of service

Recognize that customers hold different types of expectations for service performance. Discuss the sources of customer expectations of service, including those that are controllable and uncontrollable by marketers.

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Objectives for chapter 3: Customer expectations of service (continued)

Acknowledge that the types and sources of expectations are similar for end consumers and business customers, for pure service and productrelated service, for experienced customers and inexperienced customers. Delineate the most important current issues surrounding customer expectations.

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Customer expectations of service

Meaning and types of service expectations Factors that influence customer expectations of service Current issues involving customer service expectations

Chapter

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Figure 3.1

Possible levels of customer expectations

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Figure 3.2

Dual customer expectation levels

Desired service

Adequate service

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Figure 3.3

The Zone of Tolerance

Desired service

Zone of Tolerance

Adequate service

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Figure 3.4

Level of expectation

Zones of Tolerance for different service dimensions

Desired service

Zone of Tolerance
Adequate service

Desired service Zone of Tolerance Adequate service

Reliability

Tangibles

Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, Ten Lessons for Improving Service Quality, Marketing Science Institute, Report No. 93-104 (May 1993).
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Figure 3.5

Factors that influence desired service

Lasting service Intensifiers Desired service Personal needs

Zone of Tolerance Adequate service

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Figure 3.6

Lasting service intensifiers

Factors that influence adequate service

Desired service

Personal needs

Temporary service intensifiers Perceived service alternatives Self-perceived service role Situational factors
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Zone of Tolerance Adequate service Predicted service

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Figure 3.7

Factors that influence desired and predicted service

Lasting service intensifiers Explicit service promises

Desired service
Personal needs

Implicit service promises Word-of-mouth

Temporary service intensifiers

Zone of Tolerance

Past experience

Perceived service alternatives

Self-perceived service role Situational factors
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Adequate service

Predicted service

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Figure 3.8 A

How Service Marketers can influence factors

Factor Explicit service promises Implicit service promises Lasting service intensifiers Some possible influence strategies Check to make sure promises are accurate and realistic Ensure service tangibles reflect type and level of service provided Market research to determine sources of service expectations

Personal needs
Temporary service intensifiers Perceived Service alternatives

Educate customers on ways the service addresses their needs

Increase service delivery during peak periods Be aware of competitive offerings and try to match them

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Figure 3.8 B

How Service Marketers can influence factors (continued)

Factor
Self- perceived service role Word-of-mouth communications

Some possible influence strategies

Educate customers to understand their roles and perform them better Stimulate word of mouth in advertising by using testimonials and opinion leaders Use market research to profile customers previous experience with similar services Use service guarantees to assure customers about service recovery Tell customers when service provision is higher than would normally be expected
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Past experience

Situational factors 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?

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Frequently asked questions about customer expectations (continued)

Do customer service expectations continually escalate? How does a service company stay ahead of competition in meeting customer expectations?

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