Services are heterogeneous. In that, performance may vary across providers, across employees from the same provider and even with the same service employee. The extent to which customers recognize and are willing to accept this variation, is called the Zone of Tolerance .
Zone of Tolerance for Different Service Dimensions Most Important Factors (reliability) Least Important Factors (tangibles) Level of Expectation Adequate Service Desired Service Zone of Tolerance Zone of Tolerance Desired Service Adequate Service As a service dimension increases in importance, zone of tolerance narrows and adequate service levels increase
Antecedents of Desired Service Lasting Service Intensifiers Personal Needs Zone of Tolerance Desired Service Adequate Service
Personal Needs : physical, social, psychological, and functional
Lasting Service Intensifiers : individual, stable factors that lead to heightened sensitivity to service.
Derived service expectations : expectations driven by another person or group of people.
Personal service philosophy : customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers
Factors that Influence Desired Service
Antecedents of Adequate Service Self-Perceived Service Role Situational Factors Perceived Service Alternatives Temporary Service Intensifiers Zone of Tolerance Desired Service Adequate Service Predicted Service