ZONE OF TOLERANCE

1. WIDTH OF ZOT AND
CUSTOMER DIFFERENCES

2. 
Diagrammatic Presentation

3. 
 Marketing implication stem from this width of ZOT.
 The firm should exercise strict control on its
performance.
 This is a case of a sensitive customer.
 CUSTOMER SENSITIVE– time, hygiene, employee
behaviour, ambience or competence.
 Customers with narrow ZOT are more prone to
dissatisfaction compared to the ones with wide ZOT.
WIDTH OF ZONE OF
TOLERANCE

4. IDEAL
DESCRIBED
ADEQUATE
PREDICTED

5. 
 IDEAL-existing only in the imagination; desirable or
perfect but not likely to become a reality.
 Wishful, fancied, imagined (flawless
conceptualization of service, ‘smooth check-in, 100%
on time, preferred seat, flawless treatment, food and
entertainment of choice- everything dream like’.
IDEAL EXPECTED LEVEL

6. 
 Desired service is the level of service that a
customer hopes to receive. Adequate service is a
threshold of acceptable service. Zone of tolerance is
the variation in service that customers recognize and
are willing to accept.
 DESIRED SERVICE LEVEL:
 Customer wants and hopes to get hassle-free.
 Check-in, minor best seat and food and
entertainment and food of liking.
DESIRED & ADEQUATE
SERVICE LEVEL

7. 
 ADEQUATE SERVICE LEVEL:
Its fine if delay is no longer than 60
minutes, and seat is comfortable and one gets
something to eat of liking, and entertainment to
kill time with.
DESIRED & ADEQUATE
SERVICE LEVEL

8. 
Any level in between ideal and adequate that
customer actually hopes to get give the
industry norms and reputations (differ for
customers, firms, time).
PREDICTED SERVIVE
LEVEL

9. 
Diagrammatic Presentation

10. 
Diagrammatic Presentation

11. 
Diagrammatic Presentation

12. 
 Explicit Expectations
 Implicit Expectations
 Static Performance Expectations
 Dynamic Performance Expectations
 Technological Expectations
 Interpersonal Expectations
 Situational Expectations
OTHER TYPES OF
EXPECTATIONS

13. 