customer expectations_student version

8/2/2019 Customer Expectations_student Version

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K VNG KHCH HNG V DCH V

NIDUNG

I. Ngun gc k vng khch hng (The

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sources o cus omer expec a ons o serv ces nc u ng ose aare controllable and uncontrollable by marketers)

II. M hnh v k vng dch v(a model ofservice expectations)


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Desired service

The level of servicethe customer ..

to receive


Adequate service


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Desired service


Adequate service

The level of servicethe customer

will _____


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Whether customers hold thesame or different expectation


same industry?


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Are desired serviceexpectations thesame for across

Desired service


restaurant service?

5

Adequate service


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Are desired serviceexpectations the same

for subcategories of restaurants?

Desired service


Adequate service


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Desired service In sum, desiredservice expectations

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Adequate service

_________for serviceproviders within asubcategory that is

defined by thecustomer


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Desired service


Do the levels of adequate serviceexpectations vary

across different firmswithin a category?

Adequate service


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Desired service


Adequate service

The adequate serviceexpectation level is ____________ for

different firms withina category


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Desired service

The extent to


of tolerance

Adequate service

recognize and arewilling to accept

this variation


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Desired service


of tolerance

Adequate service

Nu khch hng kvng th i gian ch

i t khi kim tra v

v gi hnh l lkhong 10-15.


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Desired service


of tolerance

Adequate service


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Desired service


of tolerance

Adequate service


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Levelof

Expectation

Desired Service

Desired Service

Zones for Different Service DimensionsZones for Different Service Dimensions

Zoneof

Tolerance


Most importantfactors

Least importantfactorsSource : L. L. Berry, A. Parasuraman, and V. A. Zeithaml, Ten Lessons for Improving Service Quality,

Marketing Science Institute, Report No. 93-104 (May 1993).

Adequate Service

Adequate Service

Zoneof

Tolerance


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Desired service Sources??


oneof

tolerance

Adequate service


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Lasting ServiceIntensifiers

Desired Service


Personal Needs Zoneof

Tolerance

Adequate Service


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States or conditionsessential to the

physical or

Personalneeds

-being of the customer


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Lasting

serviceintensifiers

are individual, stablefactors that lead the

customer to aheightened sensitivity

to service


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Perceived Service

Temporary ServiceIntensifiers

Desired Service


Self-PerceivedService Role

SituationalFactors

Alternatives Zoneof

Tolerance

Adequate Service PredictedService


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Temporaryservice

intensifiers



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Temporary

serviceintensifiers

Personal emergency situations __________ __________ the level of adequate

service expectation, particularlythe level of _________________

required and consideredacceptable



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Perceivedservice

are _____________fromwhom the customer can


a erna ves obtain service


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Customersself-service

The degree to whichcustomers exert an


ro e __________of service they receive


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The customers _________ participation inthe service affects this factor.

When customers believe the are doin


their part in delivery, their expectationsof adequate service are ___________


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Situational

factors

Service performanceconditions that

customer views as

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beyond the controlbeyond the control of the service provider


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Predicted

service

Prediction made bycustomers about what

is likely to happen

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during an impendingtransaction.


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Explicit ServicePromises

Implicit ServicePromises

Factors That InfluenceDesired/Predicted Service

PredictedService

Word-of-Mouth

Past ExperienceZoneof

Tolerance

Desired Service

Adequate Service

customer expectations_student version

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