Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 12K views

    Chapter-4 - Customer Expectations of Service

    Uploaded by

    zakiasalam
    The document discusses customer expectations of service and the factors that influence those expectations. It explains that customer expectations are beliefs about the level of service delivery that act as standards against which performance is judged. Customers compare their perceptions of actual service to these expectations. The document outlines different types of expectations like ideal, normative, and minimum tolerance expectations. It also discusses the concept of the "zone of tolerance" which is the acceptable range of variation in service quality. Sources that shape both desired and predicted expectations are also examined, such as explicit and implicit promises, word of mouth, and past experience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Chapter-4 - Customer Expectations of Service

    Uploaded by

    zakiasalam
    12K views28 pages
    The document discusses customer expectations of service and the factors that influence those expectations. It explains that customer expectations are beliefs about the level of service delivery that act as standards against which performance is judged. Customers compare their perceptions of actual service to these expectations. The document outlines different types of expectations like ideal, normative, and minimum tolerance expectations. It also discusses the concept of the "zone of tolerance" which is the acceptable range of variation in service quality. Sources that shape both desired and predicted expectations are also examined, such as explicit and implicit promises, word of mouth, and past experience.

    Original Description:

    Customer Expectations of Service

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses customer expectations of service and the factors that influence those expectations. It explains that customer expectations are beliefs about the level of service delivery that act as standards against which performance is judged. Customers compare their perceptions of actual service to these expectations. The document outlines different types of expectations like ideal, normative, and minimum tolerance expectations. It also discusses the concept of the "zone of tolerance" which is the acceptable range of variation in service quality. Sources that shape both desired and predicted expectations are also examined, such as explicit and implicit promises, word of mouth, and past experience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12K views28 pages

    Chapter-4 - Customer Expectations of Service

    Uploaded by

    zakiasalam
    The document discusses customer expectations of service and the factors that influence those expectations. It explains that customer expectations are beliefs about the level of service delivery that act as standards against which performance is judged. Customers compare their perceptions of actual service to these expectations. The document outlines different types of expectations like ideal, normative, and minimum tolerance expectations. It also discusses the concept of the "zone of tolerance" which is the acceptable range of variation in service quality. Sources that shape both desired and predicted expectations are also examined, such as explicit and implicit promises, word of mouth, and past experience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 28

    SERVICE MARKETING

    Customer Expectations of Service

    Stanley S. Rodrick

    Undoubtedly, the greatest gap between customer expectations and service delivery exists when customers travel from one country to another. For example, in Japan the customer is supreme. At the morning of large departmental stores in Tokyo, sales personnel line up to welcome customers and bow as they enter.

    Customer Expectations

    Are beliefs about service delivery that serve as standards or reference points against which performance is judged. Because customers compare their perceptions of performance with these reference points when evaluating service quality, thorough knowledge about expectations is critical to services marketers. Knowing what the customer expects is the first and possibly most critical step in delivering quality service.

    Meaning and Types of Service Expectations

    Meaning and Types of Service Expectations


    Ideal Expectations: Customers has heard from various sources and made of the mind. Everyone says good restaurant. Normative Should Expectations: Its expensive restaurant. It ought to be having good service. Experienced Based Norms: Restaurant is good. However service is slow at peak hours. Acceptable Expectations: I expect they serve adequately. Minimum Tolerance Expectations: Visit this restaurant because of price and not service
    5

    Expected Service: Level of Expectations


    Desired Service and Adequate Service
    Desired Service is a blend of what customers desire or believes can be and should be. It reflects the hopes of customers to be fulfilled. Adequate Service is what is available at present. Adequate service represents minimum tolerance expectations.
    Desired Service

    Adequate Service

    Expected Service: Level of Expectations


    Desired Service and Adequate Service of A Customer for Restaurant Restaurants are classified in many ways : Fast Food: Desired Service expectations are quick, convenient, tasty food, clean setting. Expensive Restaurant: desired service elegant surroundings, gracious employees, candlelight, fine food.

    Ethnic Restaurants
    Airport Restaurants
    7

    Expected Service: Level of Expectations


    Desired Service and Adequate Service of A Customer for Restaurant The adequate service expectation level on the other hand, may vary from different firms within category or subcategory. Within the fast food restaurant, a customer may hold a higher expectation for McDonalds than for Burger King, having experienced consistent service at McDonalds over time and somewhat inconsistent service at Burger King.

    The Zone of Tolerance


    Service vary across providers, across employees from the same provider and even with the same service employee. The extent to which customers recognize and willing to accept this variation is called the: ZONE OF TOLERANCE.
    9

    Desired Service

    Zone of Tolerance

    Adequate Service

    The Zone of Tolerance


    If the service drops below adequate service the minimum level considered acceptable customers will be frustrated and most likely dissatisfied with the company.

    Desired Service

    Zone of Tolerance Adequate Service

    If the service performance is above the zone of tolerance at the top end where the performance exceeds desired service customers will be very pleased and probably quite surprised as well.
    10

    The Zone of Tolerance


    Bus Stop
    P assengers waiting for the bus. If the service is higher than the zone of tolerance customer are very delighted. Ex: Arrives on time.

    If it is exceeding the zone of tolerance then customers are very unhappy.


    11

    The Zone of Tolerance


    Different Customers Posses Different Zones of Tolerance
    Some customers have narrow zones of tolerance, requiring a tighter range of service from providers, whereas other customers allow a greater range of service. Very busy customers would likely always be pressed for time, desire short wait times in general also hold constrained range for the length of acceptable wait times.
    12

    The Zone of Tolerance


    Different Customers Posses Different Zones of Tolerance
    An individual customers zone of tolerance increases or decreases depending on a number of factors, including company controlled factors such as price... When price increase, customers tend to be less tolerant to poor service. In this case, the zone of tolerance decreases because the adequate service level shifts upward.
    13

    The Zone of Tolerance


    Zones of Tolerance Vary for Service Dimensions
    Customers tolerance zones also vary for different service attributes or dimensions. The more important the factor, the narrower the zone of tolerance is likely to be. Customers are likely to be less tolerant about unreliable service (broken promise or service errors) than other service deficiencies, which means that they have higher expectations for this factor.
    14

    The Zone of Tolerance


    Zones of Tolerance for Different Service Dimensions
    Desired Service
    Zone Of Tolerance

    Level of Expectation

    Adequate Service

    Desired Service Zone of Tolerance


    Adequate Service

    15

    Reliability

    Empathy

    Factors that Influence Customer Expectations of Service


    Because expectations play such a critical role in customer evaluation of services, marketers need and want to understand the factors that shape them.

    16

    Factors that Influence Customer Expectations of Service


    Sources of Desired Service Expectations
    Personal Needs

    Desired Service
    Enduring Service Intensifiers

    Zone of Tolerance Adequate Service

    17

    Factors that Influence Customer Expectations of Service


    Sources of Desired Service Expectations

    Personal Needs : include physical, social, psychological categories.

    Enduring Service Intensifiers : are individual, stable factors that lead to heightened sensitivity to service
    This can further divided into Derived Service Expectations and Personal service Philosophies

    18

    Factors that Influence Customer Expectations of Service


    Sources of Adequate Service Expectations
    Transitory Service Intensifiers

    Desired Service
    Perceived Service Alternatives

    Zone of Tolerance Adequate Service


    Predicted Service

    Self-Perceived Service Role

    Situational Factors
    19

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    When consumers are interested in purchasing services, they are likely to seek or take in information from several different sources. For example: they may call up a store, ask a friend or deliberately track newspaper advertisements to find the needed service at the lowest price. They may also receive service information by watching television, surfing the Internet or hearing an unsolicited comment from a colleague about a service that was performed well.

    20

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    In addition to these active and passive types of external search for information, consumers may conduct an internal search by reviewing the information held in memory about the service.

    21

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations
    Explicit Service Promises

    Implicit Service Promises

    Desired Service

    Word-of-Mouth

    Zone of Tolerance Adequate Service

    Past Experience

    22

    Predicted Service

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    Explicit Service Promises : are personal and non-personal statements about the service made by the organization to customers. Personal when they are communicated by the salespeople or service or repair personnel Non-personal when they come from webpage, advertising, brochures and other written publications.

    23

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    Implicit Service Promises : are service related cues other than the explicit promises that lead to inferences about what the service should and will be like. These quality cues are dominated by price and the tangibles associated with the service. The higher the price and the more impressive the tangibles, the more a customer will expect from the service. Example: A customer who stays at an exclusive hotel is likely to desire and predict a higher standard of service than from a hotel with less impressive facilities.
    24

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    Word of Mouth Communication: These personal and sometimes non-personal statements made by parties other than the organization convey to customers what type of service will be like and influence both predicted and desired service. Word of Mouth Communication carries a particular weight as an information source because it is perceived as unbiased. Word of Mouth Communication tends to be more important in services that are difficult to evaluate before purchase and before direct experience to them.
    25

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    Word of Mouth Communication: Experts and including Consumer Reports, friends and family members and also the Internet forums are also word-of-mouth sources that affect the level of desired and predicted service.

    26

    Factors that Influence Customer Expectations of Service


    Sources of both Desired and Predicted Service Expectations

    Past Experience: The customers previous exposure to service that is relevant to the focal service, is also another force in shaping predictions and desires. Example: Guests comparing each stay in a particular hotel with all previous stays in that hotel. The guests can compare their experiences in other hotels and hotel chains. Customers can also compare across industries: hospital patients compare hospital stays against the standard of hotel visits.
    27

    END OF THE CHAPTER

    28

    You might also like