CUSTOMER

EXPECTATIONS OF
SERVICE

Customer Expectation:
Customers hold TWO types of Expectations
Desired Service and
Adequate Service
Desired Customer Service:
Reflects what customers want What the
customers hope and wish for E.G. Online Job
Portal
Adequate Service
Minimum level of service customers are willing
to accept E.G. Job Opportunities during
economic slowdown

The Zone of Tolerance

Services are Heterogeneous in that
performance may vary across
Providers
Across employees from the same provider
and
Even with the same service provider
The extent to which customers recognize this
and are willing to accept this variation is
called the Zone of Tolerance
When the service drops below the minimum
level considered acceptable customers will
be frustrated and dissatisfied

Different Customers possess Different Zones

of Tolerance
E.G. Employed and Unemployed seeking
services from Plumbers and Carpenters -Time
Factor constraint
Zones of Tolerance vary for Service
Dimensions / attributes
E.G. Broken Promises / Service Errors

Sources of Desired Service Expectations

Personal Needs Physical and Psychological
well being of the customer are pivotal
factors that shape what customers desire for
Personal Service Philosophy
The customers underlying generic attitude
about the meaning of service and
Proper conduct of the service providers
Derived Service Expectations
Which occur when customer expectations are
driven by another person or group of persons

Sources of Adequate Services

Perceived Service Alternatives are other
providers from whom the customer can
obtain service. In such situations the levels
of adequate service are higher than those of
customers who believe it is not possible to
get better service elsewhere.
Situational factors
Levels of adequate service are also
influenced by situational factors that are
considered Contemporary (existing or
occurring at the same time) in nature

One type of uncontrollable situational

factors which include service performance
conditions that customers view as beyond the
control of the service provider.
Customers who recognize that situational
factors are not the fault of the service
company may accept lower levels of
adequate service given the context.
Situational factors often temporally lower
the level of adequate service, widening the
zone of tolerance

Sources of both Desired and Predicted

Service Expectations
When consumers are interested in purchasing
services, they are likely to seek or take
information from several different sources
Four factors that influence both desired
service and predicted service expectations
are:
Explicit Service Promises
Implicit Service Promises
Word-of-mouth communications and
Past Experiences

Explicit Service Promises:

Personal and Non-Personal statements about
the services made by the organization
Personal when communicated by the firms
sales people or service personnel
Non-personal when they come from
companys web pages, advertising
catalogues, and other written
communications coming from the company

Implicit Service Promises:

Are service related cues, other than the
implicit promises, that lead to inferences
about what the service should and will be
like.
E.G. Price, Tangibles
Word-of Mouth Communications- Social net
working websites, internet
Past Experience: Customers previous
experiences
E.G. Hotel stay, visits to restaurants

What does a Service Marketer do if

Customers expectations are Unrealistic?
Should a Company Try to Delight the
Customer?
Musts, Satisfiers and Delights
How does a Company Exceed Customer
Service Expectations?
Under promise, Unique offerings
Do Customers Service Expectations
Continually Escalate?
How does a Service Company Stay Ahead of
Competition in Meeting Customer
Expectations?