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    Customer Expectations of Service

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    jatin_ahuja03
    1. Customers hold both desired and adequate expectations for service levels. Desired service is the optimal level hoped for, while adequate service is the minimum acceptable level. 2. There is a "zone of tolerance" between the desired and adequate levels where customers will tolerate variations in service quality. This zone differs depending on the specific service dimension. 3. Customer expectations are influenced by both intrinsic factors like personal needs as well as extrinsic factors like past experiences, alternative service options, and company promises. Firms aim to meet or exceed customer expectations to gain a competitive advantage.

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    Customer Expectations of Service

    Uploaded by

    jatin_ahuja03
    36 views14 pages
    1. Customers hold both desired and adequate expectations for service levels. Desired service is the optimal level hoped for, while adequate service is the minimum acceptable level. 2. There is a "zone of tolerance" between the desired and adequate levels where customers will tolerate variations in service quality. This zone differs depending on the specific service dimension. 3. Customer expectations are influenced by both intrinsic factors like personal needs as well as extrinsic factors like past experiences, alternative service options, and company promises. Firms aim to meet or exceed customer expectations to gain a competitive advantage.

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    Lect 4

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    1. Customers hold both desired and adequate expectations for service levels. Desired service is the optimal level hoped for, while adequate service is the minimum acceptable level. 2. There is a "zone of tolerance" between the desired and adequate levels where customers will tolerate variations in service quality. This zone differs depending on the specific service dimension. 3. Customer expectations are influenced by both intrinsic factors like personal needs as well as extrinsic factors like past experiences, alternative service options, and company promises. Firms aim to meet or exceed customer expectations to gain a competitive advantage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    36 views14 pages

    Customer Expectations of Service

    Uploaded by

    jatin_ahuja03
    1. Customers hold both desired and adequate expectations for service levels. Desired service is the optimal level hoped for, while adequate service is the minimum acceptable level. 2. There is a "zone of tolerance" between the desired and adequate levels where customers will tolerate variations in service quality. This zone differs depending on the specific service dimension. 3. Customer expectations are influenced by both intrinsic factors like personal needs as well as extrinsic factors like past experiences, alternative service options, and company promises. Firms aim to meet or exceed customer expectations to gain a competitive advantage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Customer Expectations of Service

    Nov 4, 2011

    Gaps Model of Service Quality


    CUSTOMER
    Customer Gap

    Expected Service

    Perceived Service
    Service Delivery External Communications to Customers

    COMPANY
    Gap 3 Gap 1 Gap 2

    Gap 4

    Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations

    Customer Expectations

    Customer expectations are beliefs about service delivery that serve as standards or reference points against which performance is judged.

    Expectations?
    1. What types of expectation standards do customers hold about services? 2. What factors influence the formation of these expectations? 3. What role do these factors play in changing expectations? 4. How can a service firm meet or exceed customer expectations?

    Possible Levels of Customer Expectations

    Dual Customer Expectation Levels

    Desired Service

    Adequate Service

    Desired Service
    It is the level of service customers hope to receive wished for Can be and should be

    Adequate service
    The level of service customers will accept threshold level of acceptable service deemed acceptable

    The Zone of Tolerance

    Desired Service

    Zone of Tolerance

    Adequate Service

    Zone of tolerance

    The extent to which customers recognize and are willing to accept variations in services

    Zones of Tolerance for Different Service Dimensions


    Desired Service

    Level of Expectation

    Zone of Tolerance
    Adequate Service

    Desired Service Zone of Tolerance

    Adequate Service

    Reliability

    Tangibles

    Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, Ten Lessons for Improving Service Quality, Marketing Science Institute, Report No. 93-104 (May 1993).

    Factors That Influence Desired Service

    Lasting Service Intensifiers

    Desired Service
    Personal Needs

    Zone of Tolerance Adequate Service

    Factors That Influence Adequate Service


    Temporary Service Intensifiers

    Desired Service
    Perceived Service Alternatives

    Zone of Tolerance Adequate Service


    Predicted Service

    Self-Perceived Service Role

    Situational Factors

    Factors That Influence Desired and Predicted Service


    Explicit Service Promises

    Implicit Service Promises

    Desired Service Zone of Tolerance Adequate Service

    Word-of-Mouth

    Past Experience

    Predicted Service

    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?

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