1. Customer Expectations of Service
Chapter 4
Customer Expectations of Service
Meaning and Types of Service Expectations
Factors that Influence Customer Expectations of Service
Issues Involving Customers’ Service Expectations

2. Customer Expectations of Service
Beliefs about ________________
Serve as reference points against which performance is judged
In evaluating service quality, customers compare ____________of performance with ____________

3. Possible Levels of Customer Expectations

4. Customer Expectations of Service
Expected service: Level of Expectations
____________ service
Level of service the customer hopes to receive
Level of service the customer will accept
Customers assess service on what they desire and what they deem acceptable.

5. Dual Customer Expectation Levels

6. Customer Expectations of Service
The ____________
Range or window in which customers do not notice service performance

7. The Zone of Tolerance

8. Customer Expectations of Service
The Zone of Tolerance
Range or window in which customers ____________ service performance
When service falls outside the range (either very high or very low), the service gets the customer’s attention in either a positive or negative way.

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

10. Zones of Tolerance
The range of expectations between desired and adequate…
can be wide or narrow
________________________
can vary among individuals
may vary with the ____________

11. Zones of Tolerance for Different Service Dimensions

12. Factors That Influence Desired Service

13. Factors That Influence Adequate Service

14. Factors That Influence Desired and Predicted Service

15. Frequently Asked Questions About Customer Expectations
What does a service marketer do if customer expectations are “unrealistic”?
Should a company try to delight the customer?
How does a company exceed customer service expectations?
Do customer service expectations continually escalate?
How does a service company stay ahead of competition in meeting customer expectations?