4-1
Customer Expectations of Service
 Meaning and Types of Service Expectations
 Factors that Influence Customer Expecta...
4-2
 Customer Expectations
 Beliefs about ________________
 Serve as reference points against which
performance is judg...
4-3
Possible Levels of Customer Expectations
4-4
Customer Expectations of Service
Expected service: Level of Expectations
 ____________ service
Level of service the...
4-5
Dual Customer Expectation Levels
4-6
Customer Expectations of Service
The ____________
 Range or window in which customers do not
notice service performa...
4-7
The Zone of Tolerance
4-8
Customer Expectations of Service
The Zone of Tolerance
 Range or window in which customers
____________ service perf...
4-9
The Zone of Tolerance
Adequate Service
Desired Service
Zone of
Tolerance
 Delights
 Desirables
 Musts
4-10
Zones of Tolerance
The range of expectations between desired
and adequate…
 can be wide or narrow
 _______________...
4-11
Zones of Tolerance for Different
Service Dimensions
4-12
Factors That Influence Desired Service
4-13
Factors That Influence Adequate Service
4-14
Factors That Influence Desired and
Predicted Service
4-15
Frequently Asked Questions About
Customer Expectations
 What does a service marketer do if customer
expectations are...
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Cust ecpectatn& zone pf tolarnce

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Cust ecpectatn& zone pf tolarnce

  1. 1. 4-1 Customer Expectations of Service  Meaning and Types of Service Expectations  Factors that Influence Customer Expectations of Service  Issues Involving Customers’ Service Expectations ChapterChapter 44
  2. 2. 4-2  Customer Expectations  Beliefs about ________________  Serve as reference points against which performance is judged  In evaluating service quality, customers compare ____________of performance with ____________ Customer Expectations of Service
  3. 3. 4-3 Possible Levels of Customer Expectations
  4. 4. 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.
  5. 5. 4-5 Dual Customer Expectation Levels
  6. 6. 4-6 Customer Expectations of Service The ____________  Range or window in which customers do not notice service performance
  7. 7. 4-7 The Zone of Tolerance
  8. 8. 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.
  9. 9. 4-9 The Zone of Tolerance Adequate Service Desired Service Zone of Tolerance  Delights  Desirables  Musts
  10. 10. 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 ____________
  11. 11. 4-11 Zones of Tolerance for Different Service Dimensions
  12. 12. 4-12 Factors That Influence Desired Service
  13. 13. 4-13 Factors That Influence Adequate Service
  14. 14. 4-14 Factors That Influence Desired and Predicted Service
  15. 15. 4-15 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?

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