MKT 5207 Service Marketing Afjal Hossain Assistant Professor

MKT 5207 Service Marketing Afjal Hossain Assistant Professor Department of Marketing

Chapter 04 Customer Expectations of Service

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.

Dual Customer Expectation Levels Desired Service Adequate Service Figure 4. 3

The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service Figure 4. 4

The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service ç Delights ç Desirables ç Musts

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

Zones of Tolerance for Different Service Dimensions Desired Service Level of Expectation Zone of Tolerance Adequate Service Desired Service Zone of Tolerance Adequate Service Reliability Figure 4. 5 Empathy Source: Adapted from L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality, ” Marketing Science Institute, Report No. 93 -104 (May 1993).

Factors That Influence Desired Service Personal Needs Desired Service Lasting Service Intensifiers Zone of Tolerance Adequate Service Figure 4. 6

Factors That Influence Adequate Service Temporary Service Intensifiers Desired Service Perceived Service Alternatives Self-Perceived Service Role Situational Factors Figure 4. 7 Zone of Tolerance Adequate Service Predicted Service

Factors That Influence Desired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Communication Desired Service Zone of Tolerance Adequate Service Figure 4. 8 Past Experience Predicted Service

Explicit Promises from Paytrust

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