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Customer Expectations of Services (Chapter 4). Customer Expectations of Services Desired Service Adequate Service Zone of Tolerance Factors Influencing Customer Expectations Current Issues on Customer Expectations. Service. Perceived Service Quality.
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Customer Expectations of Services(Chapter 4) • Customer Expectations of Services Desired Service Adequate Service Zone of Tolerance • Factors Influencing Customer Expectations • Current Issues on Customer Expectations ã 2005 - Dwayne D. Gremler
Service Perceived Service Quality Service ã 2005 - Dwayne D. Gremler
Service Expectations • Expectations • Two Levels of Service Expectations • what is “wished for” • is the threshold level of acceptable service ã 2005 - Dwayne D. Gremler
Desired Service Adequate Service Figure 4.4 ã 2005 - Dwayne D. Gremler
Zone of Tolerance • is the difference between desired service and the level of service considered adequate • note: ã 2005 - Dwayne D. Gremler
Desired Service Adequate Service Zones of Tolerance for Difference Service Dimensions Desired Service Level of Expectation Adequate Service Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993) ã 2005 - Dwayne D. Gremler
Factors Influencing Customer Expectations of Services ã 2005 - Dwayne D. Gremler
Questions to Ponder… • What if • Can a company consistently • The Pebble Beach Philosophy • Should it strive to always exceed customer expectations? • How can a company ã 2005 - Dwayne D. Gremler