1. IN THE NAME OF ALLAH THE MOST MERCIFUL AND MIGHTY SERVICES MARKETING

2. Consumer Expectations of SERVICES
CHAPTER 4
Consumer Expectations of SERVICES

3. Meaning and Types of Services Expectations
Services expectations beliefs about services delivery that serve as a standards or reference points again which performance is judged. Because Customer compare their perceptions of performance with these reference points when evaluating service quality, through knowledge about customer expectations is critical to services marketers. Knowing that the customer expects is the first and possibly most critical step in delivering quality service.

4. Being wrong about what customers want can mean losing a customer’s business when another company hits target exactly.
Being wrong can also mean expending money, time and other resources on things that do not count to the customer.
Although most every one has an intuitive sense of what expectations are, Services marketers a far more through and clear definition of expectations in order to comprehend, measure, and manage them.
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5. Expected Service: Levels of Expectations
Customers hold different types of expectations about service. We focus on two type but the highest can be termed the desired service: That level of service the customer hopes to receive-the “Wished for” level of performance. Desired service is a blend of what the customer believes “can be” and “should be”. Adequate service- The level of service the customer will accept.

6. The Zone of Tolerance
we know that services are heterogeneous. The extent to which customer recognize and are willing to accept this variation is called the Zone of tolerance.
If service drops below adequate service- the minimum level considered acceptable customer will be frustrated and their satisfaction with the company will be undermined.

7. If services performance is higher than the zone of tolerance at the top end where the service exceeds desired service-Customer will be very pleased and probably quite surprised as well.

8. Different Customers Possess Different Zones of Tolerance
Another aspect of variability in the range of reasonable services is that different customer possess different tolerance zone. An individual customer’s zone of tolerance increase or decrease depending on a number of factors, including-company controlled such as Price. When prices increase, customer tends to be less tolerant of poor service. In this case the zone of tolerance decrease because the adequate service level shifts upward.

9. FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF SERVICE
Because expectations play such a critical role in customer evaluation of services, marketers need and want to understand the factors that shape them. Marketers would also like to have control over these factors as well, but many of the forces that influence customer expectations are uncontrollable.