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