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Customer Expectations of Service
Meaning and Types of Service
ExpectationsFactors that Influence CustomerExpectations of
ServiceIssues Involving Customer Service
Expectations
4Chapter
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Ob ectives for Chapter 4!Customer Expectations of Service
"ecogni#e that customers hold different types of expectationsfor
service performance$
%iscuss the sources of customer expectations of service&
including those that are controllable and uncontrollable
bymar'eters$
(c'no)ledge that the types and sources of expectations
aresimilar for end consumers and business customers& for
pure
service and product*related service& for experienced
customersand inexperienced customers$
%elineate the most important current issues surroundingcustomer
expectations$
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Figure 4$+
,ossible -evels of Customer Expectations
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Figure 4$.
%ual Customer Expectation -evels
Adequate Service
Desired Service
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Reliability Tangibles
Levelof
Expectation
Source ! -$ -$ 0erry& ($ ,arasuraman& and 1$ ($
/eithaml& 2Ten -essons for Improving Service
3uality&Marketing Science Institute, "eport 5o$ 6.*784 9May
766.:$
Adequate Service
Desired Service
Desired Service
Adequate Service
Figure 4$;
/ones of Tolerance for %ifferentService %imensions
Zoneof
Tolerance
Zoneof
Tolerance
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Self!PerceivedService Role
Self!PerceivedService Role
Situational"actors
Situational"actors
Perceived ServiceAlternativesPerceived ServiceAlternatives
Te#porary ServiceIntensifiers
Te#porary ServiceIntensifiers
Zoneof
Tolerance
Desired Service
Adequate Service
Figure 4$=
Factors That Influence (de>uate Service
Predicted
Service
Predicted
Service
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Predicted Service
Explicit ServicePro#ises
Explicit ServicePro#ises
I#plicit ServicePro#ises
I#plicit ServicePro#ises
$ord!of!%out&$ord!of!%out&
Past ExperiencePast ExperienceZone
ofTolerance
Desired Service
Adequate Service
Figure 4$?
Factors That Influence %esired and ,redicted Service
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Fre>uently (s'ed 3uestions (bout Customer Expectations
@hat does a service mar'eter do if customer expectationsare
2unrealistic A
Should a company try to delight the customerA
Bo) does a company exceed customer serviceexpectationsA
%o customer service expectations continually escalateA
Bo) does a service company stay ahead of competition inmeeting
customer expectationsA
