Chapter 4 1 Customer Expectations of Service 4

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

4 -2 Customer Expectations of Service § Customer Expectations § Beliefs about ________ § Serve as reference points against which performance is judged § In evaluating service quality, customers compare ______of performance with ______

4 -3 Possible Levels of Customer Expectations

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

4 -5 Dual Customer Expectation Levels

4 -6 Customer Expectations of Service § The ______ § Range or window in which customers do notice service performance

4 -7 The Zone of Tolerance

4 -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.

4 -9 The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service ç Delights ç Desirables ç Musts

4 -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 ______

Zones of Tolerance for Different Service Dimensions 4 -11

4 -12 Factors That Influence Desired Service

4 -13 Factors That Influence Adequate Service

Factors That Influence Desired and Predicted Service 4 -14

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? 4 -15