Afjal Hossain Assistant Professor Department of Marketing MKT 5207 Service Marketing Afjal Hossain Assistant Professor Department of Marketing

Chapter 04 Customer Expectations of Service

Possible Levels of Customer Expectations Figure 4.2 Source: R. K. Teas, “Expectations, Performance Evaluation, and Consumers’ Perceptions of Quality,” Journal of Marketing 57 (October 1993), pp. 18–34.

Dual Customer Expectation Levels Desired Service Adequate Service Figure 4.3

The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service Figure 4.4

The Zone of Tolerance Delights Desirables Musts Desired Service Adequate Service Musts

The range of expectations between desired and adequate… Zones of Tolerance The range of expectations between desired and adequate… can be wide or narrow can change over time can vary among individuals may vary with the type of product/service

Zones of Tolerance for Different Service Dimensions Desired Service Zone of Tolerance Desired Service Level of Expectation Zone of Tolerance Adequate Service Adequate Service Reliability Empathy Figure 4.5 Source: Adapted from 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 Personal Needs Desired Service Lasting Service Intensifiers Zone of Tolerance Adequate Service Figure 4.6

Factors That Influence Adequate Service Temporary Service Intensifiers Desired Service Perceived Service Alternatives Zone of Tolerance Self-Perceived Service Role Predicted Service Adequate Service Situational Factors Figure 4.7

Factors That Influence Desired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Communication Desired Service Zone of Tolerance Past Experience Predicted Service Adequate Service Figure 4.8

Explicit Promises from Paytrust