McGraw-Hill

1. S M Chapter 3 CUSTOMER EXPECTATIONS OF SERVICES © 2000 The McGraw-Hill Companies McGraw-Hill

2. Objectives for Chapter 3:Customer Expectations of Service • Recognize that customers hold different types of expectations for service performance • Discuss controllable and uncontrollable sources of customer expectations • Distinguish between customers’ global expectations of their relationships and their expectations of the service encounter • Acknowledge that expectations are similar for many different types of customers • Delineate the most important current issues surrounding customer expectations

3. Figure 3-1 Dual Customer Expectation Levels Desired Service Zone of Tolerance Adequate Service

4. Figure 3-2 The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service

5. Desired Service Zone of Tolerance Adequate Service Figure 3-3 Zones of Tolerance for Different Service Dimensions Desired Service Level of Expectation Zone of Tolerance Desired Service Adequate Service Adequate Service Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993)

6. Figure 3-4 Zones of Tolerance for First-Time and Recovery Service First-Time Service Outcome Process Recovery Service Outcome Process LOW HIGH Expectations Source: Parasuraman, Berry and Zeithaml (1991)

7. Figure 3-5 Factors that Influence Desired Service Enduring Service Intensifiers Desired Service Personal Needs Zone of Tolerance Adequate Service

8. Figure 3-6 Factors that Influence Adequate Service Transitory Service Intensifiers Desired Service Perceived Service Alternatives Zone of Tolerance Self-Perceived Service Role Adequate Service Situational Factors

9. Figure 3-7 Factors that Influence Desired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Desired Service Zone of Tolerance Past Experience Predicted Service Adequate Service