Factors Affecting Expectation Levels and Zones of Tolerance

Enduring Service Intensifiers

Things that routinely cause something to be of higher importance or with less
room for failure testing services, legal matters, level of reliance
Personal Needs
Personal circumstances e.g., greater reliance on a service provider if you dont
have a staff or knowledge in some specific area
Transitory Service Intensifiers
Temporary factors such as emergencies, rushes, etc.
Perceived Service Alternatives
Can anybody else offer the same thing? may affect tolerance range more than
desired performance, if no options exist
Self-Perceived Service Role
To what extent did you affect the outcome?
Explicit Service Promises
Were guarantees made, did advertising specify an outcome?
Implicit Service Promises
Expectations are higher with respect to more costly offerings, better looking
facilities, etc.
Word of Mouth
Have others influenced your expectations?
Past Experience
What expectations do you have based on your own past experiences are they
reasonable and repeatable?
Adapted from: Berry, L.L. & Parasuraman, A (----) Marketing Services: Competing
through quality. The Free Press, New York.