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© 2000 The McGraw-Hill Companies Chapter 3 CUSTOMER EXPECTATIONS OF SERVICES McGraw-Hill © 2000 The McGraw-Hill Companies

Objectives for Chapter 3: Customer Expectations of Service Recognize that customers hold different types of expectations for service performance Discuss controllable and uncontrollable sources of customer expectations Distinguish between customers’ global expectations of their relationships and their expectations of the service encounter Acknowledge that expectations are similar for many different types of customers Delineate the most important current issues surrounding customer expectations

Dual Customer Expectation Levels Figure 3-1 Dual Customer Expectation Levels Desired Service Zone of Tolerance Adequate Service

The Zone of Tolerance Zone of Tolerance Figure 3-2 Desired Service Adequate Service

Different Service Dimensions Figure 3-3 Zones of Tolerance for Different Service Dimensions Desired Service Level of Expectation Zone of Tolerance Desired Service Adequate Zone of Tolerance Desired Service Adequate Service Adequate Service Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993)

First-Time and Recovery Service Figure 3-4 Zones of Tolerance for First-Time and Recovery Service First-Time Service Outcome Process Recovery Service Outcome Process LOW HIGH Expectations Source: Parasuraman, Berry and Zeithaml (1991)

Factors that Influence Figure 3-5 Factors that Influence Desired Service Enduring Service Intensifiers Desired Service Personal Needs Zone of Tolerance Adequate Service

Factors that Influence Figure 3-6 Factors that Influence Adequate Service Transitory Service Intensifiers Desired Service Perceived Service Alternatives Zone of Tolerance Self-Perceived Service Role Adequate Service Situational Factors

Factors that Influence Desired and Predicted Service Figure 3-7 Factors that Influence Desired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Desired Service Zone of Tolerance Past Experience Predicted Service Adequate Service