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Chapter 3

CUSTOMER EXPECTATIONS OF SERVICES

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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
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Figure 3-1

Dual Customer Expectation Levels

Desired Service Zone of Tolerance

Adequate Service

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2000 The McGraw-Hill Companies

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Figure 3-2

The Zone of Tolerance

Desired Service

Zone of Tolerance
Adequate Service

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2000 The McGraw-Hill Companies

Figure 3-3

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Zones of Tolerance for Different Service Dimensions

Desired Service

Level of Expectation

Zone of Tolerance
Adequate Service

Desired Desired Service Service Zone of Tolerance Adequate Adequate Service Service

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Most Important Factors Least Important Factors Source: Berry, Parasuraman, and Zeithaml (1993)

2000 The McGraw-Hill Companies

Figure 3-4

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Zones of Tolerance for First-Time and Recovery Service

First-Time Service Outcome Process

Recovery Service Outcome Process LOW

Source: Parasuraman, Berry and Zeithaml (1991)
McGraw-Hill 2000 The McGraw-Hill Companies

Expectations

HIGH

Figure 3-5

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Factors that Influence Desired Service

Enduring Service Intensifiers

Desired Service Personal Needs Zone of Tolerance

Adequate Service

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2000 The McGraw-Hill Companies

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Figure 3-6

Factors that Influence Adequate Service

Transitory Service Intensifiers
Desired Service Zone of Tolerance Adequate Service

Perceived Service Alternatives

Self-Perceived Service Role

Situational Factors
McGraw-Hill 2000 The McGraw-Hill Companies

Figure 3-7

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Factors that Influence Desired and Predicted Service

Explicit Service Promises Implicit Service Promises Word-of-Mouth

Desired Service Zone of Tolerance Adequate Service

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Past Experience

Predicted Service
2000 The McGraw-Hill Companies