Chapter

Customer Expectations of Service 3

 Service Expectations

 Factors that Influence Customer Expectations of Service

 Issues Involving Customers’ Service Expectations

3-1
Objectives for Chapter 3:
Consumer Expectations of Service
 Recognize that customers hold different types of expectations for
service performance.

 Discuss several sources of customer expectations of service.

 Acknowledge that the types and sources of expectations are

similar for end consumers and business customers, for pure
service and product-related service, for experienced customers
and inexperienced customers.

 Delineate some important issues surrounding customer

expectations.

3-2
Possible Levels of Customer Expectations

3-3
Dual Customer Expectation Levels

3-4
The Zone of Tolerance

3-5
The Zone of Tolerance

Desired Service ← Delights

Zone of
Tolerance ← Desirables

Adequate Service ← Musts

3-6
Zones of Tolerance

 The range of expectations between desired and

adequate…
 can be wide or narrow

 can change over time

 can vary among individuals

 may vary with the type of product/service

3-7
Zones of Tolerance for Different
Service Dimensions

3-8
Factors That Influence Desired Service

3-9
Factors That Influence Adequate Service

3-10
Factors That Influence Desired and Predicted
Service

3-11
Explicit Promises from Paytrust

3-12
Stages in Consumer Decision Making and
Evaluation of Services
Categories in Consumer Decision-Making
and Evaluation of Services
Information Evaluation of
Search Alternatives
 Use of personal sources  Evoked set is smaller
 Reduced Perceived risk  Emotion and mood

Culture
 Values and attitudes
 Manners and customs
 Material culture
 Aesthetics
 Educational and social
institutions

Purchase and Post-Purchase

Consumption Evaluation
 Service provision as drama  Attribution of dissatisfaction
 Service roles and scripts  Brand loyalty
 Compatibility of customers
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 customers’ service
expectations?
 Do customers’ service expectations continually
escalate?
 How does a service company stay ahead of competition
in meeting customer expectations?

3-15