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Understanding Customer Expectations of Service

This chapter explores the various types of customer expectations in service performance, including controllable and uncontrollable sources. It distinguishes between global expectations and service encounter expectations and discusses the current issues surrounding customer expectations.

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Understanding Customer Expectations of Service

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  1. Chapter Customer Expectations of Service 3 • Meaning and Types of Services Expectations • Factors that Influence Customer Expectations of Service • A Model of Customer Service Expectations • Issues Involving Customer Service Expectations

  2. Objectives for Chapter 3:Customer Expectations of Service • Recognize that customers hold different types of expectations for service performance. • Discuss controllable and uncontrollable sources of customer expectations. • Distinguish between customers’ global expectations of their relationships and their expectations of the service encounter. • Acknowledge that expectations are similar for many different types of customers. • Delineate the most important current issues surrounding customer expectations.

  3. Figure 3.2Possible Levels of Customer Expectations

  4. Figure 3.3Dual Customer Expectation Levels Desired Service Adequate Service

  5. Figure 3.4 The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service

  6. Figure 3.5 Zones of Tolerance forDifferent Service Dimensions Desired Service Zone of Tolerance Level of Expectation Desired Service Zone of Tolerance Adequate Service Adequate Service Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993)

  7. Zones of Tolerance forFirst-Time and Recovery Service First-Time Service Outcome Process Recovery Service Outcome Process LOW HIGH Expectations Source: Parasuraman, Berry and Zeithaml (1991)

  8. Figure 3.6 Factors That InfluenceDesired Service Enduring Service Intensifiers Desired Service Personal Needs Zone of Tolerance Adequate Service

  9. Figure 3.7 Factors That InfluenceAdequate Service Transitory Service Intensifiers Desired Service Perceived Service Alternatives Zone of Tolerance Self-Perceived Service Role Adequate Service Situational Factors

  10. Figure 3.8 Factors That InfluenceDesired and Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Desired Service Zone of Tolerance Past Experience Predicted Service Adequate Service

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