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Marketing Services - Chap004
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Transcript of Marketing Services - Chap004
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Customer Expectations of Service
Meaning and Types of Service Expectations
Factors that Influence Customer Expectations of
Service
Issues Involving Customers Service Expectations
Chapter 4
McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Objectives for Chapter 4:Consumer Expectations of Service
Recognize that customers hold different types of expectations for service performance.
Discuss the sources of customer expectations of service,including those that are controllable and uncontrollable bymarketers.
Acknowledge that the types and sources of expectationsare similar for end consumers and business customers, for pure service and product-related service, for experiencedcustomers and inexperienced customers.
Delineate the most important current issues surroundingcustomer expectations.
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Possible Levels of Customer Expectations
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Dual Customer Expectation Levels
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Dual Customer Expectation Levels
Desired Service is the service customer hopes to receive the wished for level of performance.
E.g. Customer sign up on a dating site
Adequate Service is the level of service thecustomer will accept
Minimum tolerable expectation, the bottom levelof performance acceptable by customer
After WTC collapse, level of job requirement.
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Dual Customer Expectation Levels
Levels of expectation from two organizationin the same business may vary
McDonalds with few service providers and anexpensive restaurant with many service agentsFast food is quick and expensive restaurant iselegant
Expectation from McDonalds (high) would bedifferent from KFC (low)
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The Zone of Tolerance
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The Zone of Tolerance
The extent to which customers recognize and arewilling to accept this variation
Checkout line in a grocery shopDesired time is 2 to 3 minutes
Adequate time is 8 to 10 minutes15 to 20 minutes are out of zone of tolerance
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The Zone of Tolerance
Different types of customers posses differentzones of tolerance
Very busy customer would be more timeconsciousWhen prices increase, zone of tolerancedecreases
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The Zone of Tolerance
Adequate Service
Desired Service
Zone ofTolerance
Delights
Desirables
Musts
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Zones of Tolerance
The range of expectations between desiredand adequate
can be wide or narrow
can change over time
can vary among individuals
may vary with the type of product/service
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Zones of Tolerance for DifferentService Dimensions
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Factors That Influence Desired Service
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Factors That Influence Desired Service
Personal needs can by physical, social,psychological or functional
Lasting service identifiers- individual, stablefactors that lead the customer to increasesensitivity to service
Derived Service Expectations when they are driven byanother person or group of persons e.g. B2B servicesPersonal Service Philosophy is customers underlyinggeneric attitude about the meaning of the service
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Factors That Influence Adequate Service
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Factors That Influence Desired andPredicted Service
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Explicit Promises from Paytrust
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Frequently Asked Questions AboutCustomer 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 serviceexpectations?
Do customer service expectations continuallyescalate?
How does a service company stay ahead of competition in meeting customer expectations?