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

2. Chapter 04 Customer Expectations of Service

3. 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.

4. Dual Customer Expectation Levels
Desired Service
Adequate Service
Figure 4.3

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

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

7. 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

8. 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 (May 1993).

9. Factors That Influence Desired Service
Personal Needs
Desired Service
Lasting Service
Intensifiers
Zone of
Tolerance
Adequate Service
Figure 4.6

10. 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

11. 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

12. Explicit Promises from Paytrust