CHAPTER 4 Customer Expectations of Service. Influenced by the type and meaning of service Meaning or...
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Transcript of CHAPTER 4 Customer Expectations of Service. Influenced by the type and meaning of service Meaning or...
![Page 1: CHAPTER 4 Customer Expectations of Service. Influenced by the type and meaning of service Meaning or the significance of the service Expectations are.](https://reader035.fdocuments.net/reader035/viewer/2022072008/56649d895503460f94a6ea02/html5/thumbnails/1.jpg)
CHAPTER 4
Customer Expectations of Service
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Customer Expectations of Service
Influenced by the type and meaning of service
Meaning or the significance of the serviceExpectations are influenced by a reference
point that the customer holds – examples?
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Possible Levels of Customer Expectations
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Service Levels and Zones of Tolerance
Click icon to add picture
Desired service is the level of service that a customer hopes to receive.
Adequate service is a threshold of acceptable service.
Zone of tolerance is the variation in service that customers recognize and are willing to accept.
Adequate Service
Desired Service
Zone ofTolerance
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Zones of Tolerance for Different Service Dimensions
Reliability Tangibles
Level of
Expectation
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality,” Marketing Science Institute, Report No. 93-104 (May 1993).
Adequate ServiceAdequate Service
Desired ServiceDesired Service
Desired Service
Adequate Service
Zone of
Tolerance
Zoneof
Tolerance
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Factors That Influence Desired Service
Lasting ServiceIntensifiers
Lasting ServiceIntensifiers
Personal NeedsPersonal Needs Zone of
Tolerance
Desired Service
Adequate Service
Figure 4.6
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Factors that Influence Desired Service Expectations
Lasting Service IntensifiersIndividual, stable factors that lead the
customer to a higher understanding of the service. This can be driven by another person or a group of people.
Personal NeedsLasting service intensifiers are also driven by
an individual’s personal service philosophy.
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Factors That Influence Adequate ServiceFigure 4.7
Self-PerceivedService Role
Self-PerceivedService Role
Situational Factors
Situational Factors
Perceived ServiceAlternatives
Perceived ServiceAlternatives
Temporary ServiceIntensifiers
Temporary ServiceIntensifiers
Zone of
Tolerance
Desired Service
Adequate Service
PredictedService
PredictedService
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Factors that Influence Adequate Service
Temporary Service IntensifiersShort-term individual factors that make a customer
more aware of the need for servicePerceived Service AlternativesOther service providers that may perform the same
or similar servicesSelf-perceived service roleCustomer involvement in the delivery of the serviceSituational FactorsUsually factors beyond the control of the service
provider
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Factors that Influence Adequate Service
Predicted ServiceExplicit service promisesImplicit service promisesWord of mouth communicationPast experiences