Chapter

Customer Expectations of Service 4

 Customer Expectations
 Beliefs about service delivery
 Serve as reference points against which
performance is judged
 In evaluating service quality, customers
compare perceptions of performance with
expectation
 Customer Expectation:

 Definition. Customer expectations are the feelings,

needs, and ideas that customers have towards certain
goods or services. Customers experience is based on
what they want from the goods or services they are paying
for. ... For example, customers expect famous brands to
be of high quality than new and generic brands.
 Customer expectations from India telecom brands like
Airtel, Reliance Jio, Idea or Vodafone…
 Customer Expectations

What do You Expect When You Buy a Credit Card?

 Video: Amex credit card

1. Which American Express Charge Card is Right for

You?

https://youtu.be/byyce0TDl4k

2. AMEX "Open" commercial

https://youtu.be/Vn8p-__ZQJU

3.All the Rare American Express Colors

Explained
https://youtu.be/Z_tl9c7oYhQ
Possible Levels of Customer Expectations
 Chapter
Customer Expectations of Service 4

 Expected service: Level of Expectations

 Desired service
Level of service the customer hopes to receive
 Adequate service
Level of service the customer will accept
 Customers assess service on what they desire
and what they deem acceptable.
Dual Customer Expectation Levels

Desired Service

Adequate Service
 Chapter
Customer Expectations of Service 4
The Zone of Tolerance

Desired Service

Zone of
Tolerance

Adequate Service
 Chapter
Customer Expectations of Service 4

 The Zone of Tolerance

 Range or window in which customers do not
notice 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.
Here’s service above the desired service…and
boy does it get this customer’s attention!
Below adequate service: Customer dissatisfied
Above desired service: Customer Delighted
 Zones of Tolerance
for Different Service Dimensions

Desired
DesiredService
Service

Level Zone
of of
Expectation Tolerance Desired Service

Adequate
Adequate Service
Service
Zone
of
Tolerance

Adequate Service

Reliability Tangibles
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service
Quality,” Marketing Science Institute, Report No. 93-104 (May 1993).
 ZoT

Different Customer possess different Zone of Tolerance:

For “A” can wait for delay of airline upto 1 hour
Customer “B” can wait for dalay of airline upto three hour

ZoT Tolerance different at diffrrent time period for same

service:
e.g. taste of food in restaurant when your very hungry.
Taste of same food during a party.
Factors That Influence Desired Service

Lasting
Lasting Service
Service
Intensifiers
Intensifiers

Desired Service

Personal
Personal Needs
Needs Zone
of
Tolerance

Adequate Service
 Factors That Influence Adequate Service

Temporary
Temporary Service
Service
Intensifiers
Intensifiers

Desired Service
Perceived
Perceived Service
Service
Alternatives
Alternatives Zone
of
Tolerance
Self-Perceived
Self-Perceived
Service
Service Role
Role Predicted
Predicted
Adequate Service
Service
Service

Situational
Situational
Factors
Factors
 Chapter
Transitory Service Intensifiers 4
 i) Transitory Service Intensifiers :
 These are temporary, usually short- term
individual factors that make
term
customer
more aware of need for service. E.g.
personal emergency service .

 Ii) Perceived Service Alternatives: are

other providers from whom customers can
obtain service. i.e. multiple service
providers are available.
 Chapter
Customer Expectations of Service 4
iii) Self-Perceived Service Role:
Customer perception of the degree to
which customer exerts an influence on
the level of service they receive.

iv) Situational Factors: service

performance conditions that customer
viewed as beyond the control of the
service provider.
 Chapter
Customer Expectations of Service 4

 V) Predicted Services: The final factor

which influence adequate service is
predicted service. The level of service
customers believe they are likely to get.
 It is typically an estimate or calculation of
the services a customer will receive in an
individual transaction rather than in the
overall relationship with a service provider.
 Chapter
Customer Expectations of Service 4

 Issues Involving Customer Service

Expectations
 Current topics of interest to service
marketers about customer expectations
Figure: Nature and Determinants of Customer
Expectations of Services
Source: V.A. Zeithaml and LL Berry at al..
 Frequently Asked Questions
About Customer Expectations
 What does a service marketer do if customer expectations are
“unrealistic”?
 Under promise
 Reality check after purchase

 Should a company try to delight the customer ? or How does a

company exceeds customer service expectations?
 Musts
 Satisfiers
 Delights
 Have both costs and benefits
 Frequently Asked Questions
About Customer Expectations
 Do customer service expectations continually escalate?
 Desired service expectations are relatively stable
 Adequate service expectations rise as quickly as service
delivery or promises rise

 How does a service company stay ahead of competition in

meeting customer expectations?
 Meet customers’ expectations better than the competition
 Example:
 Airtel Vs Reliance Jio
 Flipcart Vs Snapdeal
      
     

 Video Case: Michelin Star

 Why Michelin star Reviews Food - Michelin Guide Explained

 A tire company gives out Most Prestigious Food Award

 https://www.youtube.com/watch?v=EsIPMZWdfocZWdfoc