Customer Expectations of Service

Agenda

Level of Expectations

Zone of Tolerance

Factors influencing customer
expectations of service

Consumer Expectations



Pre-trial beliefs about a service that function as
standards against which performance is judged.
Levels of Expectations


Desired Service
Adequate Service

Desired Service
The service customers want or hope to receive


Adequate Service
The standard of service customers are willing to
accept

Zone of Tolerance


Service 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


Desired Service
Adequate Service
Zone of Tolerance
The Zone of Tolerance
Adequate Service
Desired Service
Zone of
Tolerance
Delights
Desirables
Musts
Factors That Influence Desired Service
Factors that Influence
Desired Service
Personal Needs ---
states or conditions
essential to the
physical or
psychological well
being --- physical,
social, psychological,
and funtional
Factors that Influence
Desired Service
Enduring Service
intensifiers ---
individual stable
factors that lead the
customer to a
heightened
sensitivity
derived service
expectations
personal service
philosophy
Factors That Influence Adequate Service
Factors That Influence Adequate
Service Expectations
Transitory service
intensifers --- short-
term, individual
factors that make a
consumer more
aware of the need
ofr service
Factors That Influence Adequate
Service Expectations
Perceived Service
Alternatives----
As the number of
alternatives
increases, the level
of adequate service
increases and the
zone of tolerance
narrows
Factors That Influence Adequate
Service Expectations
Situational
Factors
Temporary changes in
the normal state of
things ---- tends to
lower the level of
adequate service
expected and widen
the zone of tolerance
Situational Factors
Reason for purchase
Consumer mood
Weather
Time constraints
Emergency
Factors That Influence Adequate
Service Expectations
Self Perceived
Service Role --- how
well the customer
perceives they are
performing their own
role in service
delivery
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?