1. Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin SCHOOL OF MANAGEMENT SEMESTER 1 2012/2013 AMW342 SERVICES MARKETING ASSOCIATE PROFESSOR DR. AZIZAH OMAR Lecture: Thursday Venue: DK - R Room: PhD/MA Office, Level 1 School of Management Tel: 04 653 888 ext.2889 Email: aziemar@usm.my http://www.management.usm.my/azizahomar Tutorial: Wednesday (2.00pm – 3.00pm) @ Training Room, Ground Floor, School of Management

2. Customer Expectations of Service  Service Expectations  Factors that Influence Customer Expectations of Service  Issues Involving Customers’ Service Expectations Chapter3 3-2

3. Objectives for Chapter 3: Consumer Expectations of Service  Recognize that customers hold different types of expectations for service performance.  Discuss several sources of customer expectations of service.  Acknowledge that the types and sources of expectations are similar for end consumers and business customers, for pure service and product-related service, for experienced customers and inexperienced customers.  Delineate some important issues surrounding customer expectations. 3-3

4. Needs Recognition

5. Possible Levels of Customer Expectations 3-5

6. Dual Customer Expectation Levels 3-6

7. The Zone of Tolerance 3-7

8. The Zone of Tolerance Adequate Service Desired Service Zone of Tolerance ← Delights ← Desirables ← Musts 3-8

9. Zones of Tolerance  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 3-9

10. Zones of Tolerance for Different Service Dimensions 3-10

11. Factors That Influence Desired Service 3-11

12. Factors That Influence Adequate Service 3-12

13. Factors That Influence Desired and Predicted Service 3-13

14. Explicit Promises from Paytrust 3-14

15. Frequently Asked Questions About Customer Expectations  What does a service marketer do if customer expectations are “unrealistic”?  Should a company try to delight the customer?  How does a company exceed customers’ service expectations?  Do customers’ service expectations continually escalate?  How does a service company stay ahead of competition in meeting customer expectations? 3-15

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