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Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Customer Expectations of Service
 Service Expectations
 Factors that Influence Customer Expectations of
Service
 Issues...
Objectives for Chapter 3:
Consumer Expectations of Service
 Recognize that customers hold different types of expectations...
Possible Levels of Customer Expectations
3-4
Dual Customer Expectation Levels
3-5
The Zone of Tolerance
3-6
The Zone of Tolerance
Adequate Service
Desired Service
Zone of
Tolerance
← Delights
← Desirables
← Musts
3-7
Zones of Tolerance
The range of expectations between desired and
adequate…
 can be wide or narrow
 can change over time...
Zones of Tolerance for Different
Service Dimensions
3-9
Factors That Influence Desired Service
3-10
Factors That Influence Adequate Service
3-11
Factors That Influence Desired and Predicted
Service
3-12
Explicit Promises from Paytrust
3-13
Frequently Asked Questions About
Customer Expectations
 What does a service marketer do if customer
expectations are “unr...
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167 634828749808181038 chapter_3

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Transcript of "167 634828749808181038 chapter_3"

  1. 1. Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
  2. 2. Customer Expectations of Service  Service Expectations  Factors that Influence Customer Expectations of Service  Issues Involving Customers’ Service Expectations Chapter 3 3-2
  3. 3. Objectives for Chapter 3: Consumer Expectations of Service  Recognize that customers hold different types of expectations for service performance.  Discuss several sources of customer expectations of service.  Acknowledge that the types and sources of expectations are similar for end consumers and business customers, for pure service and product-related service, for experienced customers and inexperienced customers.  Delineate some important issues surrounding customer expectations. 3-3
  4. 4. Possible Levels of Customer Expectations 3-4
  5. 5. Dual Customer Expectation Levels 3-5
  6. 6. The Zone of Tolerance 3-6
  7. 7. The Zone of Tolerance Adequate Service Desired Service Zone of Tolerance ← Delights ← Desirables ← Musts 3-7
  8. 8. 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 3-8
  9. 9. Zones of Tolerance for Different Service Dimensions 3-9
  10. 10. Factors That Influence Desired Service 3-10
  11. 11. Factors That Influence Adequate Service 3-11
  12. 12. Factors That Influence Desired and Predicted Service 3-12
  13. 13. Explicit Promises from Paytrust 3-13
  14. 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 customers’ service expectations?  Do customers’ service expectations continually escalate?  How does a service company stay ahead of competition in meeting customer expectations? 3-14
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