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McGraw-Hill/I rwin
Customer Expectations of Service
Service Expectations

Factors that Influence Customer Expectations of
Service

Issues Involving Customers Service Expectations
Chapter
3
3-2
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.
3-3
Possible Levels of Customer Expectations
3-4
Dual Customer Expectation Levels
3-5
The Zone of Tolerance
3-6
The Zone of Tolerance
Adequate Service
Desired Service
Zone of
Tolerance
Delights
Desirables
Musts
3-7
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
3-8
Zones of Tolerance for Different
Service Dimensions
3-9
Factors That Influence Desired Service
3-10
Factors That Influence Adequate Service
3-11
Factors That Influence Desired and Predicted
Service
3-12
Explicit Promises from Paytrust
3-13