Transcript Objectives for Chapter 3: Customer Expectations of Service

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Chapter 3
CUSTOMER
EXPECTATIONS OF
SERVICES
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Objectives for Chapter 3:
Customer Expectations of
Service
• Recognize that customers hold different types of
expectations for service performance
• Discuss controllable and uncontrollable sources of
customer expectations
• Distinguish between customers’ global expectations of
their relationships and their expectations of the service
encounter
• Acknowledge that expectations are similar for many
different types of customers
• Delineate the most important current issues surrounding
customer expectations
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Figure 3-1
Dual Customer
Expectation Levels
Desired Service
Zone of
Tolerance
Adequate Service
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Figure 3-2
The Zone of Tolerance
Desired Service
Zone of
Tolerance
Adequate Service
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Figure 3-3
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Zones of Tolerance for
Different Service Dimensions
Desired Service
Level
of
Expectation
Zone of
Tolerance
Desired
Desired Service
Service
Adequate Service
Zone
of
Tolerance
Adequate
Adequate
Service
Service
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Most Important Factors
Least Important Factors
Source: Berry, Parasuraman, and Zeithaml (1993)
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Figure 3-4
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Zones of Tolerance for
First-Time and Recovery Service
First-Time Service
Outcome
Process
Recovery Service
Outcome
Process
LOW
Expectations
HIGH
Source: Parasuraman, Berry and Zeithaml (1991)
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Figure 3-5
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Factors that Influence
Desired Service
Enduring Service
Intensifiers
Desired
Service
Personal Needs
Zone
of
Tolerance
Adequate
Service
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Figure 3-6
Factors that Influence
Adequate Service
Transitory Service
Intensifiers
Perceived Service
Alternatives
Self-Perceived
Service Role
Desired
Service
Zone
of
Tolerance
Adequate
Service
Situational
Factors
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Figure 3-7
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Factors that Influence
Desired and Predicted Service
Explicit Service
Promises
Implicit Service
Promises
Word-of-Mouth
Desired
Service
Zone
of
Tolerance
Adequate
Service
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Past Experience
Predicted
Service
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