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SM
Chapter 3
CUSTOMER
EXPECTATIONS OF
SERVICES
McGraw-Hill
McGraw-Hill © 2000 The
© 2000 TheMcGraw-Hill Companies
McGraw-Hill Companies
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Objectives for Chapter 3:
SM Customer Expectations of
Service
• Recognize that customers hold different types of
expectations for service performance
• Discuss controllable and uncontrollable sources of
customer expectations
• Distinguish between customers’ global expectations of
their relationships and their expectations of the service
encounter
• Acknowledge that expectations are similar for many
different types of customers
• Delineate the most important current issues surrounding
customer expectations
SM DEFINITIONS
Zone of
Tolerance
Adequate Service
SM Figure 3-2
Desired Service
Zone of
Tolerance
Adequate Service
Desired Service
Level
of Zone of Desired
Expectation Tolerance Desired Service
Service
Adequate Service
Zone
of
Tolerance
Adequate
Adequate Service
Service
First-Time Service
Outcome
Process
Recovery Service
Outcome
Process
LOW HIGH
Expectations
Source: Parasuraman, Berry and Zeithaml (1991)
McGraw-Hill © 2000 The McGraw-Hill Companies
Figure 3-5 8
Enduring Service
Intensifiers
Desired
Service
Personal Needs
Zone
of
Tolerance
Adequate
Service
SM
Desired
Perceived Service Service
Alternatives
Zone
of
Tolerance
Self-Perceived
Service Role Adequate
Service
Situational
Factors
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SM
Implicit Service
Promises
Desired Word-of-Mouth
Service
Zone
Past Experience
of
Tolerance
Adequate Predicted
Service Service
McGraw-Hill © 2000 The McGraw-Hill Companies