This document summarizes key points about customer expectations of service from Chapter 3. It discusses that customers hold different types of expectations and these expectations are influenced by various sources. It also notes that customers have a zone of tolerance between their desired and adequate levels of service. The objectives are to recognize different customer expectations, discuss their sources, and address issues around expectations.

1. Chapter: 3
Customer Expectations of Service
Copyright © 2013 by The McGraw-Hill Companies, McGraw-Hill/Irwin Inc. All rights reserved.

2. Customer Expectations of Service
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 Service Expectations
 Factors that Influence Customer Expectations of
Service
 Issues Involving Customers’ Service Expectations
3-2

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.
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4. Needs Recognition

5. Possible Levels of Customer Expectations
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6. Dual Customer Expectation Levels
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7. The Zone of Tolerance
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8. The Zone of Tolerance
Desired Service
Zone of
Tolerance
Adequate Service
← Delights
← Desirables
← Musts
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9. 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
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10. Zones of Tolerance for Different
Service Dimensions
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11. Factors That Influence Desired Service
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12. Factors That Influence Adequate Service
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13. Factors That Influence Desired and Predicted
Service
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14. Explicit Promises from Paytrust
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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 customers’ service
expectations?
 Do customers’ service expectations continually
escalate?
 How does a service company stay ahead of competition
in meeting customer expectations?
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16. THANK YOU