MKT 5207 Service Marketing
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MKT 5207 Service Marketing Afjal Hossain Assistant Professor Department of Marketing
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MKT 5207 Service Marketing. Afjal Hossain Assistant Professor Department of Marketing. Chapter 04 Customer Expectations of Service. Possible Levels of Customer Expectations. Figure 4.2. - PowerPoint PPT Presentation
Transcript of MKT 5207 Service Marketing
MKT 5207Service Marketing
Afjal HossainAssistant ProfessorDepartment of Marketing
Chapter 04Customer Expectations of Service
Possible Levels of Customer Expectations
Figure 4.2Source: R. K. Teas, “Expectations, Performance Evaluation, and Consumers’ Perceptions of Quality,” Journal of Marketing 57 (October 1993), pp. 18–34.
Dual Customer Expectation Levels
Adequate Service
Desired Service
Figure 4.3
The Zone of Tolerance
Zone ofTolerance
Adequate Service
Desired Service
Figure 4.4
The Zone of Tolerance
Zone ofTolerance
Adequate Service
Desired Service Delights
Desirables
Musts
Zones of Tolerance
• 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
Reliability Empathy
Level of Expectation
Source: Adapted from 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 ServiceDesired Service
Adequate ServiceAdequate Service
Zones of Tolerance for DifferentService Dimensions
Zone of
Tolerance
Zoneof
Tolerance
Figure 4.5
Personal NeedsPersonal Needs
Lasting ServiceIntensifiers
Lasting ServiceIntensifiers Zone
of Tolerance
Desired Service
Adequate Service
Factors That Influence Desired Service
Figure 4.6
Self-PerceivedService RoleSelf-PerceivedService Role
Situational FactorsSituational Factors
Perceived ServiceAlternativesPerceived ServiceAlternatives
Temporary ServiceIntensifiersTemporary ServiceIntensifiers
Zone of
Tolerance
Desired Service
Adequate Service
Factors That Influence Adequate Service
PredictedServicePredictedService
Figure 4.7
PredictedService
Explicit ServicePromisesExplicit ServicePromises
Implicit ServicePromisesImplicit ServicePromises
Word-of-MouthCommunicationWord-of-MouthCommunication
Past ExperiencePast ExperienceZone
of Tolerance
Desired Service
Adequate Service
Factors That Influence Desired and Predicted Service
Figure 4.8
Explicit Promises from Paytrust
