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4ChapterChapter
Customer Expectations of ServiceCustomer Expectations of Service
Meaning and Types of Service Expectations
Factors that Influence Customer Expectations of Service
Issues Involving Customer Service Expectations
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Customer Expectations of Service(Chapter 4)
Customer Expectations of Service(Chapter 4)
Customer Expectations:Beliefs about service delivery that function as standards or reference points against which performance is judged (p. 81)
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Figure 4.2
Possible Levels of Customer ExpectationsFigure 4.2
Possible Levels of Customer Expectations
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Customer Expectations (p.86)Customer Expectations (p.86)
Desired service: the level of service the customer hopes to receive - the “________” level of performance.
Adequate Service: the level of service customer will accept.
Desired Service
Zone of Tolerance
Adequate Service
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Most Important Factors (reliability) Least Important Factors (tangibles)
Level of
Expectation
Adequate Service
Desired Service
Zone ofTolerance
Zone of
Tolerance
Desired Service
Adequate Service
Figure 4.5 Zones of Tolerance for
Different Service Dimensions
Figure 4.5 Zones of Tolerance for
Different Service Dimensions
As a service dimension increases in importance, zone of tolerance narrows and adequate service levels increase
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Lasting ServiceIntensifiers
Lasting ServiceIntensifiers
Personal NeedsPersonal Needs Zone of
Tolerance
Desired Service
Adequate Service
Figure 4.6
Factors That Influence Desired ServiceFigure 4.6
Factors That Influence Desired Service
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Factors that Influence Desired Service Factors that Influence Desired Service
Personal Needs: physical, social, psychological, and functional
Lasting Service Intensifiers: individual, stable factors that lead to heightened sensitivity to service.
Derived service expectations: expectations driven by another person or group of people.
Personal service philosophy: customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Self-PerceivedService Role
Self-PerceivedService Role
Situational Factors
Situational Factors
Perceived ServiceAlternatives
Perceived ServiceAlternatives
Temporary ServiceIntensifiers
Temporary ServiceIntensifiers
Zone of
Tolerance
Desired Service
Adequate Service
Figure 4.7
Factors That Influence Adequate ServiceFigure 4.7
Factors That Influence Adequate Service
PredictedService
PredictedService
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Factors That Influence Adequate ServiceFactors That Influence Adequate Service
Factors that influence adequate service expectations are ____________ in nature and fluctuate ________ than factors that influence desired service expectations
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Factors that Influence Adequate ServiceFactors that Influence Adequate Service
Transitory service intensifiers: temporary, short-term, individual factors that make a customer more aware of the need for service.Ex: Personal emergency situations raise the level of adequate service expectations
Perceived service alternatives: other providers from whom the customer can obtain the same service.Ex: more perceived alternatives available, higher the levels of adequate service ______________________________________
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Factors that Influence Adequate ServiceFactors that Influence Adequate Service
Customer’s self-perceived service role: degree to which customers exert an influence on the level of service they receive.
Ex: If we believe we are doing our part in the delivery, our expectations of adequate service is heightened
Situational Factors: service performance conditions that are viewed as ________________________ of service provider.
Ex: Expectations of adequate service is lowered because of situational factors
Predicted service: level of service we believe we are likely to get.
Ex: If we predict good service, our expectations of adequate service is likely to be ________________.
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Predicted Service
Explicit ServicePromises
Explicit ServicePromises
Implicit ServicePromises
Implicit ServicePromises
Word-of-MouthWord-of-Mouth
Past ExperiencePast ExperienceZone
of Tolerance
Desired Service
Adequate Service
Figure 4.8
Factors That Influence Desired and Predicted Service
Figure 4.8
Factors That Influence Desired and Predicted Service
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Factors that Influence Desired and Predicted Service
Factors that Influence Desired and Predicted Service
Explicit service promises: personal and non-personal statements about the service made by the organization to customers.
“Everything we sell is our own design and our own make and we guarantee it without reservation” (J Crew)
Implicit service promises: service related ______ that lead to inferences about what the service should and will be like.
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Factors that Influence Desired and Predicted Service
Factors that Influence Desired and Predicted Service
Word of mouth communication: perceived as unbiased.
____________________________________
Past experience: customer’s previous exposure to service that is relevant to the focal service
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Issues Involving Customer Service ExpectationsIssues Involving Customer Service Expectations
Let customers know the reasons desired service is not being provided at the present time and describe efforts planned to address them.
Delighting customers may raise expectations and make it more difficult to satisfy customers in the future.
Developing a customer relationship is one approach for exceeding customer expectations.
Adequate service expectations rise as quickly as service delivery or promises rise.
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Implications for Customers Implications for Customers
Set realistic expectations – “expand” your zone of tolerance
Understand your service provider
Be knowledgeable
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