McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Chapter 3 Customer Expectations of Service Meaning and Types of Services Expectations Factors that Influence Customer Expectations of Service A Model of Customer Service Expectations Issues Involving Customer Service Expectations

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 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.

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 3.2 Possible Levels of Customer Expectations

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Adequate Service Desired Service Figure 3.3 Dual Customer Expectation Levels

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Adequate Service Desired Service Zone of Tolerance Figure 3.4 The Zone of Tolerance

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Most Important FactorsLeast Important Factors Level of Expectation Source: Berry, Parasuraman, and Zeithaml (1993) Adequate Service Desired Service Zone of Tolerance Zone of Tolerance Desired Service Adequate Service Figure 3.5 Zones of Tolerance for Different Service Dimensions

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved First-Time Service Outcome Process Outcome Process Recovery Service Expectations LOWHIGH Source: Parasuraman, Berry and Zeithaml (1991) Zones of Tolerance for First-Time and Recovery Service

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Enduring Service Intensifiers Personal Needs Zone of Tolerance Desired Service Adequate Service Figure 3.6 Factors That Influence Desired Service

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Self-Perceived Service Role Situational Factors Perceived Service Alternatives Transitory Service Intensifiers Zone of Tolerance Desired Service Adequate Service Figure 3.7 Factors That Influence Adequate Service

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Past Experience Zone of Tolerance Desired Service Adequate Service Figure 3.8 Factors That Influence Desired and Predicted Service