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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

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 service1
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 ____________
customer expectations of service2
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.
customer expectations of service3
Customer Expectations of Service
  • The ____________
    • Range or window in which customers do not notice service performance
customer expectations of service4
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.
the zone of tolerance1
The Zone of Tolerance
  • Delights

Desired Service

Zone of

Tolerance

  • Desirables
  • Musts

Adequate Service

zones of tolerance
Zones of Tolerance
  • The range of expectations between desired and adequate…
    • can be wide or narrow
    • ________________________
    • can vary among individuals
    • may vary with the ____________
frequently asked questions about customer expectations
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?