Chapter 3 Customer Expectations of Service Meaning and

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

Figure 3. 2 Possible Levels of Customer Expectations Mc. Graw-Hill/Irwin © 2003. The Mc. Graw-Hill Companies. All Rights Reserved

Figure 3. 3 Dual Customer Expectation Levels Desired Service Adequate Service Mc. Graw-Hill/Irwin © 2003. The Mc. Graw-Hill Companies. All Rights Reserved

Figure 3. 4 The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service Mc. Graw-Hill/Irwin © 2003. The Mc. Graw-Hill Companies. All Rights Reserved

Figure 3. 5 Zones of Tolerance for Different Service Dimensions Desired Service Level of Expectation Zone of Tolerance Adequate Service Desired Service Zone of Tolerance Adequate Service Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993) Mc. Graw-Hill/Irwin © 2003. The Mc. Graw-Hill Companies. All Rights Reserved

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

Figure 3. 6 Factors That Influence Desired Service Enduring Service Intensifiers Desired Service Personal Needs Zone of Tolerance Adequate Service Mc. Graw-Hill/Irwin © 2003. The Mc. Graw-Hill Companies. All Rights Reserved

Figure 3. 7 Factors That Influence Adequate Service Transitory Service Intensifiers Desired Service Perceived Service Alternatives Self-Perceived Service Role Zone of Tolerance Adequate Service Situational Factors Mc. Graw-Hill/Irwin © 2003. The Mc. Graw-Hill Companies. All Rights Reserved

Figure 3. 8 Factors That Influence Desired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Desired Service Zone of Tolerance Adequate Service Mc. Graw-Hill/Irwin Past Experience Predicted Service © 2003. The Mc. Graw-Hill Companies. All Rights Reserved