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Chapter 2 Guestology
Chapter 2 Guestology
Desired Service:Level of
Ideal Expectations or Desires service that customer
hopes to receive
DESIRE SERVICE QUALITY
Normative "Should" Expectations
Adequate service: Level of
Experience Based Expectation service the customer will
accept
Zone of Tolerance:Gap
between Desired Service &
Adequate service
Acceptable Expectations
ADEQUATE SERVICE QUALITY
Minimum Tolerable Expectations
Zone of tolerance – the amount of error around the goal different Zone of tolerance
metric(perfection) that we , and the customers can consider acceptable.
• Some customers have narrow zones of tolerance
• They require tighter range of service from providers
• Others allow a greater range of service
Zone of tolerance
Impulse customers, meanwhile, are the best type to do suggestive selling. They are also second to loyal
customers when it comes to attractiveness in the market. As the name implies, these customers do not have a
shopping list in mind and do shopping instinctively. Moreover, these kinds of customers are receptive to
recommendations on products. Similar to loyal customers, it is also important to involve these customers because
what they say also matters in generating more revenue. Another type of customer which affects a company's
inventory turnover is the discount customer. They are contributory to a company’s cash flow because the
products which are seldom purchased at full price are actually availed by these customers as best markdowns
Need-based customers buy for a specific reason and occasion, and because of this, it may be difficult to
convince them to upsell. It is also important to note that these customers are adept in avoiding any attempt for
upselling and that they will immediately leave after they are done getting what they need. It has also been observed
that there a possibility to convert this segment to loyal customers. If a company can prove that the service that it
delivers could pose as a "need for this segment, along with proper positive
personal interactions, it is expected that this segment will be loyal in the long run. These customers generate the
largest amount of traffic as they have no specific need or desire in mind but yield the smallest percentage in sales
revenue. This type of customers enjoys social interaction while shopping. Thus, spending a lot of time trying to
please this segment can draw away the other segments. Although, generating small percentage revenue, it is
important to note that this segment still provides insightful information about the products and can therefore
contribute to the feedback mechanism of the company.