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Expectations

This document discusses customer expectations of service and the factors that influence those expectations. It explains that customer expectations act as standards that customer use to judge service quality. There are different levels of expectations ranging from ideal to minimum tolerance. It also discusses the concept of a "zone of tolerance" where customers do not notice variations in service quality. The document lists several factors that can influence both desired and adequate service expectations, and how service marketers can address those factors. It concludes by answering some frequently asked questions about managing customer expectations.

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Maruko Chan
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72 views18 pages

Expectations

This document discusses customer expectations of service and the factors that influence those expectations. It explains that customer expectations act as standards that customer use to judge service quality. There are different levels of expectations ranging from ideal to minimum tolerance. It also discusses the concept of a "zone of tolerance" where customers do not notice variations in service quality. The document lists several factors that can influence both desired and adequate service expectations, and how service marketers can address those factors. It concludes by answering some frequently asked questions about managing customer expectations.

Uploaded by

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

Saugata Palit
• Meaning and Types of Expected
Service
1

• Factors That Influence Customer


Expectations of Service
2
Meaning and Types of
Expected Service
Customer Expectations of
Service
Customer Expectations
•Beliefs about service delivery
•Serve as standards or reference points against
which performance is judged.
•Customers compare their perceptions of
performance with these reference points when
evaluating service quality.
•Thorough knowledge about customer expectations
is critical to services marketers.
Expected Service: Levels of
Expectations

Possible Levels of Customer Expectation


Ideal Expectations or Desires

Normative “Should” Expectations

Experience Based Norms

Acceptable Expectations

Minimum Tolerance Expectations


Dual Customer Expectation Levels

Desired Service:
Level of service that
customer hopes to
receive

Adequate service:
Level of service the
customer will accept
The Zone of Tolerance
Range or window in which customers do not notice
service performance
When service falls outside this range(either very high or
very low), the service gets the customer’s attention in
either a positive or negative way
Zones of Tolerance for
Different Service Dimensions

Desired Service

Desired Service
Zone
of
Zone of Tolerance
Tolerance

Adequate Service
Adequate Service

Most Important Factors Least Important factors


Factors That Influence
Customer Expectations of
Service
Factors That Influence
Desired Service
Factors That Influence
Adequate Service
TABLE 4.1: (Continued) How Services Marketers Can
Influence Factors
Factor Possible Influence Strategies
Perceived service alternatives Be fully aware of competitive offerings, and where possible and
appropriate, match them.

Self-perceived service role Educate customers to understand their roles and perform them
better.

Word-of-mouth communications Simulate word of mouth in advertising by using testimonials and


opinion leaders.

Identify influencers and opinion leaders for the service and


concentrate marketing efforts on them.
Use incentives with existing customers to encourage them to say
positive things about the service.

Past experience Use marketing research to profile customers’ previous experience


with similar services.

Situational factors Use service guarantees to assure customers about service recovery
regardless of the situational factors that occur.

Predicted service Tell customers when service provision is higher than what can
normally be expected so that predictions of future service
encounters will not be inflated.
Frequently Asked Questions
About Customer Expectations
What does a service marketer do if customer
expectations are “unrealistic”?

How does a company exceed customer service


expectations?

Do customer service expectations continually


escalate?
What does a service marketer do if
customer expectations are “unrealistic”?

•Under promise

•Reality check after purchase


How does a company exceed customer service
expectations?

Honor promises don’t work on exceeding expectations


How does a service company stay ahead of
competition in meeting customer expectations?

• Meet customer’s expectations better than the


competition
Do customer service expectations continually
escalate?

Desired service expectations are relatively stable


Adequate service expectations rise as quickly as
service delivery or promise rise

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