4-1 Customer Expectations of Service Meaning and Types of Service Expectations Factors that...

4-1

Customer Expectations of Service

Meaning and Types of Service Expectations

Factors that Influence Customer Expectations of Service

Issues Involving Customers’ Service Expectations

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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

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Possible Levels of Customer Expectations

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Customer Expectations of Service

Expected service: Level of Expectations ____________ service

Level of service the customer hopes to receive

____________ serviceLevel of service the customer will accept

Customers assess service on what they desire and what they deem acceptable.

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Dual Customer Expectation Levels

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Customer Expectations of Service

The ____________ Range or window in which customers do not

notice service performance

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The Zone of Tolerance

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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.

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The Zone of Tolerance

Adequate Service

Desired Service

Zone ofTolerance

Delights

Desirables

Musts

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Zones of Tolerance

The range of expectations between desired and adequate… can be wide or narrow

________________________

can vary among individuals

may vary with the ____________

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Zones of Tolerance for DifferentService Dimensions

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Factors That Influence Desired Service

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Factors That Influence Adequate Service

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Factors That Influence Desired and Predicted Service

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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?