1. CUSTOMER EXPECTATIONS
6TH EDITION
SLIDES for
CUSTOMER EXPECTATIONS
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Customer Expectations of Service
Chapter 3
Customer Expectations of Service
Service Expectations:
Beliefs about service delivery that function as standards or reference points against which performance is judged.
3-2

4. customers hold different types of expectations for service performance

6. Possible Levels of Customer Expectations
3-6

7. More about Customer Expectations
Reference points my vary depending on the person and the situation
Knowing what customers expect is critical in delivering quality service
Services are heterogeneous – performance may vary across providers, across EEs from the same providers, and even with the same service EE.

8. Dual Customer Expectation Levels
HOPE TO RECEIVE
MINIMUM ACCEPTABLE
3-8

9. The Zone of Tolerance: the extent to which customers recognize and are willing to accept this variation
3-9

10. The Zone of Tolerance ← Delights ← Desirables ← Musts Desired Service
Adequate Service
← Musts
3-10

11. Zones of Tolerance (ZoT)
The range of expectations between desired and adequate…
can be wide or narrow
can change over time
can vary among individuals
may vary with the type of product/service
3-11

12. Zones of Tolerance for Different Service Dimensions
3-12

13. Factors That Influence Desired Service
3-13

14. Factors That Influence Adequate Service
3-14

15. Factors That Influence Desired and Predicted Service
3-15