LECTURE 4

CUSTOMER
EXPECTATIONS OF
SERVICES

MKT 403: Services Marketing

M Wahidul Islam
 GAPS MODEL OF SERVICE DELIVERY

Expected
Customer Service
GAP Perceived
CUSTOMER
Service

GAP 4
COMPANY
Service Delivery External
GAP 3 Communications
Customer-Driven to Customers
GAP 1
Service Designs and
Standards
GAP 2
Company Perceptions of
Consumer Expectations
POSSIBLE LEVELS OF CUSTOMER
EXPECTATIONS
 Dual Customer
Expectation Levels

Desired Service

Zone of
Tolerance

Adequate Service
factors that influence desired and
predicted service

Personal Needs

Personal Service
Philosophy

Derived Service
Expectations

Perceived
Service
Alternatives

Situational
Factors
REFERENCES
 Chapter 3 – Customer Expectations Of Services
 Zeithaml, Valarie A, Bitner, Mary Jo, Gremler,
Dwayne D and Pandit, Ajay (2013) Services
Marketing: Integrating Customer Focus Across the
Firm (6th Edition) McGraw Hill Education