1. Customer Expectations
of Service

2. Possible Levels of Customer Expectations

3. Dual Customer Expectation Levels
Level of service the customer hopes to receive
Desired Service
Level of service the customer will accept
Represents minimum tolerable expectation
Adequate Service
What is your expectations from IMT ?

4. The Zone of Tolerance
Delight
Desired Service
The extent to which customers recognize and are willing to accept variation
Zone of
Tolerance
Adequate Service
Frustration
Different customers have different zones of tolerance

5. Zones of Tolerance for Different Service Dimensions
Desired Service
Level of
Expectation
Zone of
Tolerance
Desired Service
Zone of
Tolerance
Adequate Service
Adequate Service
Most Important Factors
Least Important Factors

6. Factors That Influence Desired Service
Individual, stable factors
Derived Service Expectations
Lasting Service
Intensifiers
Personal Service
Philosophy
Desired Service
Zone of
Tolerance
Personal Needs
Physical, Social, Psychological, functional
Adequate Service

7. Factors That Influence Adequate Service
Short term, individual factors
Temporary Service
Intensifiers
Desired Service
Alternative service
options
Perceived Service
Alternatives
Zone of
Tolerance
Customer
Influence e.g.
VLCC, Marks
Self-Perceived
Service Role
Adequate Service
Beyond the control of
service provider
e.g. Network congestion
Situational
Factors

8. Factors Influencing Desired and Predicted Service
Personal/
Non-personal Statements by service provider
Explicit Service
Promises
Implicit Service
Promises
Inferences from
service
Related cues
Word-of-Mouth
Personal/
Non-personal
Statements by others
Desired Service
Zone of
Tolerance
Past Experience
Predicted
Service
Adequate Service
Level of service customers believe

9. Internal Antecedents of Consumer Expectations
Individual needs
Level of involvement
Past experience
Service philosophy

10. External Antecedents of Consumer Expectations
Competitive options
Social context
Word-of-mouth communication

11. Group Exercise McDonalds : Group 1 Fortis Hospital: Group 2
Big Bazaar : Group 3
PVR Cinema : Group 4
Hotel Taj : Group 5
Kingfisher Airlines : Group 6
Desired Service
Zone of
Tolerance
Adequate Service

12. Word-of-Mouth Communications
Strongest source of information
Types of sources
Personal sources
Expert sources
Derived sources
Video on WOM

13. Situational Factors Impacting Consumer Expectations
Reason for purchase
Consumer mood
Weather
Time constraints
Emergency

14. Firm-Produced Antecedents of Consumer Expectations
Promotions
Price
Distribution
Service personnel
Other customers
Firm image
Pre-service waiting
Tangible cues

15. Tangible Cues Interior of facility Exterior of facility Furniture
Interior décor
Equipment
Cleanliness
Point-of-purchase displays
Appearance of service personnel

16. Role of Consumer Expectations
During Pre-Purchase Phase
During Service Encounter
During Post-Purchase Phase

17. Managing Consumer Expectations During Pre-Purchase Phase
Learn what customers expect.
Tell customers what to expect.
Consistently provide the service customers expect.

18. Managing Consumer Expectations During Service Encounter
Communicate with customers during the service.
If possible, modify the service to meet customer expectations.
Explain why service cannot be modified.
Starbucks

19. Managing Consumer Expectations During Post-Purchase Phase
Communicate to see if expectations were met.
Develop a follow-up program.
Develop a procedure for dealing with dissatisfied customers.

20. Case Study
Scandinavian Airlines System

21. Video
Passion for Customers