1. 4-1
Customer Expectations of Service
 Meaning and Types of Service Expectations
 Factors that Influence Customer Expectations of
Service
 Issues Involving Customers’ Service Expectations
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2. 4-2
 Customer Expectations
 Beliefs about ________________
 Serve as reference points against which
performance is judged
 In evaluating service quality, customers
compare ____________of performance with
____________
Customer Expectations of Service

3. 4-3
Possible Levels of Customer Expectations

4. 4-4
Customer Expectations of Service
Expected service: Level of Expectations
 ____________ service
Level of service the customer hopes to receive
 ____________ service
Level of service the customer will accept
 Customers assess service on what they desire
and what they deem acceptable.

5. 4-5
Dual Customer Expectation Levels

6. 4-6
Customer Expectations of Service
The ____________
 Range or window in which customers do not
notice service performance

7. 4-7
The Zone of Tolerance

8. 4-8
Customer Expectations of Service
The Zone of Tolerance
 Range or window in which customers
____________ service performance
 When service falls outside the range (either
very high or very low), the service gets the
customer’s attention in either a positive or
negative way.

9. 4-9
The Zone of Tolerance
Adequate Service
Desired Service
Zone of
Tolerance
 Delights
 Desirables
 Musts

10. 4-10
Zones of Tolerance
The range of expectations between desired
and adequate…
 can be wide or narrow
 ________________________
 can vary among individuals
 may vary with the ____________

11. 4-11
Zones of Tolerance for Different
Service Dimensions

12. 4-12
Factors That Influence Desired Service

13. 4-13
Factors That Influence Adequate Service

14. 4-14
Factors That Influence Desired and
Predicted Service

15. 4-15
Frequently Asked Questions About
Customer Expectations
 What does a service marketer do if customer
expectations are “unrealistic”?
 Should a company try to delight the customer?
 How does a company exceed customer service
expectations?
 Do customer service expectations continually
escalate?
 How does a service company stay ahead of
competition in meeting customer expectations?