Scribd
Upload
20 views15 pages

Chap 03 Customer Expectations

The document discusses customer expectations of service, including factors that influence expectations, possible levels of expectations, and issues involving customer expectations. It also covers the zone of tolerance and stages in consumer decision making and evaluation of services.

Uploaded by

pink pink
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
20 views15 pages

Chap 03 Customer Expectations

The document discusses customer expectations of service, including factors that influence expectations, possible levels of expectations, and issues involving customer expectations. It also covers the zone of tolerance and stages in consumer decision making and evaluation of services.

Uploaded by

pink pink
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chapter

Customer Expectations of Service 3

 Service Expectations

 Factors that Influence Customer Expectations of Service

 Issues Involving Customers’ Service Expectations

3-1
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.

3-2
Possible Levels of Customer Expectations

3-3
Dual Customer Expectation Levels

3-4
The Zone of Tolerance

3-5
The Zone of Tolerance

Desired Service ← Delights

Zone of
Tolerance ← Desirables

Adequate Service ← Musts

3-6
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

3-7
Zones of Tolerance for Different
Service Dimensions

3-8
Factors That Influence Desired Service

3-9
Factors That Influence Adequate Service

3-10
Factors That Influence Desired and Predicted
Service

3-11
Explicit Promises from Paytrust

3-12
Stages in Consumer Decision Making and
Evaluation of Services
Categories in Consumer Decision-Making
and Evaluation of Services
Information Evaluation of
Search Alternatives
 Use of personal sources  Evoked set is smaller
 Reduced Perceived risk  Emotion and mood

Culture
 Values and attitudes
 Manners and customs
 Material culture
 Aesthetics
 Educational and social
institutions

Purchase and Post-Purchase


Consumption Evaluation
 Service provision as drama  Attribution of dissatisfaction
 Service roles and scripts  Brand loyalty
 Compatibility of customers
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

You might also like