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Customer Expectations of Service

Chapter 4. Customer Expectations of Service. Meaning and Types of Service Expectations Factors that Influence Customer Expectations of Service Issues Involving Customers’ Service Expectations. Customer Expectations of Service. Customer Expectations Beliefs about ________________

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Customer Expectations of Service

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  1. Chapter 4 Customer Expectations of Service • Meaning and Types of Service Expectations • Factors that Influence Customer Expectations of Service • Issues Involving Customers’ Service Expectations

  2. Customer Expectations of Service • Customer Expectations • Beliefs about ________________ • Serve as reference points against which performance is judged • In evaluating service quality, customers compare ____________of performance with ____________

  3. Possible Levels of Customer Expectations

  4. Customer Expectations of Service • Expected service: Level of Expectations • ____________ service • Level of service the customer hopes to receive • ____________ service • Level of service the customer will accept • Customers assess service on what they desire and what they deem acceptable.

  5. Dual Customer Expectation Levels

  6. Customer Expectations of Service • The ____________ • Range or window in which customers do not notice service performance

  7. The Zone of Tolerance

  8. Customer Expectations of Service • The Zone of Tolerance • Range or window in which customers ____________ service performance • When service falls outside the range (either very high or very low), the service gets the customer’s attention in either a positive or negative way.

  9. The Zone of Tolerance • Delights Desired Service Zone of Tolerance • Desirables • Musts Adequate Service

  10. Zones of Tolerance • The range of expectations between desired and adequate… • can be wide or narrow • ________________________ • can vary among individuals • may vary with the ____________

  11. Zones of Tolerance for DifferentService Dimensions

  12. Factors That Influence Desired Service

  13. Factors That Influence Adequate Service

  14. Factors That Influence Desired and Predicted Service

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

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