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Customer Expectations of Service 4

 Meaning and Types of Service Expectations


 Factors that Influence Customer Expectations of
Service
 Standards or reference points of service
Customer delivery in the mind of customers
Expectations
Possible Levels of Customer Expectations
Desired Service
Dual Customer
Expectation
Levels
Adequate Service
Desired Service

The Zone of
Zone of
Tolerance Tolerance

Adequate Service
Desired Service

Zone
Zones of of
Tolerance for Level
Tolerance Desired Service

Different of
Expectation
Adequate Service
Zone
Service of
Tolerance
Dimensions Adequate Service

Reliability Tangibles
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality,”
Marketing Science Institute, Report No. 93-104 (May 1993).
Personal Needs
(apart from the
basic function

Factors That of the service)

Desired Service
Influence
Desired Service Derived Service
Expectations Zone
of
Tolerance

Personal Service Adequate Service


Philosophy
Factors That Personal Emergency Desired Service
Situations
Influence
Zone
Adequate of
Service Perceived Service
Alternatives
Tolerance

Adequate Service Predicted


Service
Self-Perceived
Service Role
Explicit Service
Promises
Factors That
Influence Implicit Service
Promises
Desired
and Predicted Desired Service Word-of-Mouth

Service
Zone
Past Experience
of
Tolerance

Predicted
Adequate Service Service