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 ________________ • Serve as reference points against which performance is judged • In evaluating service quality, customers compare ____________of performance with ____________
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 Service • The ____________ • Range or window in which customers do not notice service performance
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 Tolerance • Delights Desired Service Zone of Tolerance • Desirables • Musts Adequate Service
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 • 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?