Customer Expectations of Service CHAPTER 4

Customer Expectations of Service CHAPTER 4

Customer Expectations of Service Influenced by the type and meaning of service Meaning or the significance of the service Expectations are influenced by a reference point that the customer holds – examples?

Possible Levels of Customer Expectations

Desired service is the level of service that a customer hopes to receive. Service Levels and Zones of Tolerance Click icon to add picture Desired Service Adequate service is a threshold of acceptable service. Zone of tolerance is the variation in service that customers recognize and are willing to accept. Zone of Tolerance Adequate Service

Zones of Tolerance for Different Service Dimensions Desired Desired Service Service Level of Expectatio n Zone of Tolerance Adequate Adequate Service Service Desired Service Zone of Tolerance Adequate Service Reliability 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). Tangibles

Figure 4.6 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 Desired Service Expectations Lasting Service Intensifiers Individual, stable factors that lead the customer to a higher understanding of the service. This can be driven by another person or a group of people. Personal Needs Lasting service intensifiers are also driven by an individual’s personal service philosophy.

Figure 4.7 Factors That Influence Adequate Service Temporary Temporary Service Service Intensifiers Intensifiers Desired Service Perceived Perceived Service Service Alternatives Alternatives Self-Perceived Self-Perceived Service Service Role Role Situational Situational Factors Factors Zone of Tolerance Adequate Service Predicted Predicted Service Service

Factors that Influence Adequate Service Temporary Service Intensifiers Short-term individual factors that make a customer more aware of the need for service Perceived Service Alternatives Other service providers that may perform the same or similar services Self-perceived service role Customer involvement in the delivery of the service Situational Factors Usually factors beyond the control of the service provider

Factors that Influence Adequate Service Predicted Service Explicit service promises Implicit service promises Word of mouth communication Past experiences