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Customer Expectations of Service

Chapter 3. Customer Expectations of Service. Service Expectations: Beliefs about service delivery that function as standards or reference points against which performance is judged. customers hold different types of expectations for service performance. 3- 1.

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Customer Expectations of Service

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  1. Chapter 3 Customer Expectations of Service • Service Expectations: • Beliefs about service delivery that function as standards or reference points against which performance is judged. • customers hold different types of expectations for service performance 3-1

  2. Possible Levels of Customer Expectations 3-2

  3. More about Customer Expectations • Reference points my vary depending on the person and the situation • Knowing what customers expect is critical in delivering quality service • Services are heterogeneous – performance may vary across providers, across EEs from the same providers, and even with the same service EE.

  4. Dual Customer Expectation Levels 3-4

  5. The Zone of Tolerance: the extent to which customers recognize and are willing to accept this variation 3-5

  6. The Zone of Tolerance ← Delights Desired Service Zone of Tolerance ← Desirables Adequate Service ← Musts 3-6

  7. Zones of Tolerance (ZoT) • 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 3-7

  8. Zones of Tolerance for DifferentService Dimensions 3-8

  9. Factors That Influence Desired Service 3-9

  10. Factors That Influence Adequate Service 3-10

  11. Factors That Influence Desired and Predicted Service 3-11

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