customer expectations of service

4-1

Customer Expectations of Service

Meaning and Types of Service Expectations

Factors that Influence Customer Expectations of Service

Issues Involving Customers’ Service Expectations

ChapterChapter

44

4-2

Customer Expectations Beliefs about ________________ Serve as reference points against which

performance is judged In evaluating service quality, customers

compare ____________of performance with ____________

Customer Expectations of Service

4-3

Possible Levels of Customer Expectations

4-4

Customer Expectations of Service

Expected service: Level of Expectations ____________ service

Level of service the customer hopes to receive

____________ serviceLevel of service the customer will accept

Customers assess service on what they desire and what they deem acceptable.

4-5

Dual Customer Expectation Levels

4-6

Customer Expectations of Service

The ____________ Range or window in which customers do not

notice service performance

4-7

The Zone of Tolerance

4-8

Customer Expectations of Service

The Zone of Tolerance Range or window in which customers

____________ service performance When service falls outside the range (either

very high or very low), the service gets the customer’s attention in either a positive or negative way.

4-9

The Zone of Tolerance

Adequate Service

Desired Service

Zone ofTolerance

Delights

Desirables

Musts

4-10

Zones of Tolerance

The range of expectations between desired and adequate… can be wide or narrow

________________________

can vary among individuals

may vary with the ____________

4-11

Zones of Tolerance for DifferentService Dimensions

4-12

Factors That Influence Desired Service

4-13

Factors That Influence Adequate Service

4-14

Factors That Influence Desired and Predicted Service

4-15

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?