Chap 004 service market need

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  • 8/9/2019 Chap 004 service market need

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    2006 The McGraw-Hill Companies, Inc. All rights reserve .McGraw-Hill!Irwin

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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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    2006 The McGraw-Hill Companies, Inc. All rights reserve .McGraw-Hill!Irwin

    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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    2006 The McGraw-Hill Companies, Inc. All rights reserve .McGraw-Hill!Irwin

    Figure 4$+

    ,ossible -evels of Customer Expectations

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    2006 The McGraw-Hill Companies, Inc. All rights reserve .McGraw-Hill!Irwin

    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