What are the major factors that influence customer expectations for adequate service?

Customer ExpectationsBy: Prof. Shilpa chadichal

How are Expectations FormedThey vary from one business to anotherDepends on customer requirement. Example–shortduration flight v/s long durationCustomers past experienceCustomers internal standardsExpectations change over time

Customer ExpectationsCustomer expectations are beliefs about service deliverythat serve as standards or reference points against whichperformance is judged.Because customers compare their perceptions ofperformance with these reference points whenevaluating service quality.

Types orLevels of Customer Expectations

Types orLevels of Customer ExpectationsDesired Service Level:Wished-for level of service quality that customer believescan and should be deliveredAdequate Service Level:Minimum acceptable level of service

Adequate ServiceDesired ServiceDual Customer Expectation Levels

Types orLevels of Customer ExpectationsPredicted Service Level:Service level that customer believes firm will actuallydeliverZone of Tolerance:Range within which customers are willing to acceptvariations in service deliveryDifferent customers Possess Different Zones of ToleranceZones of Tolerance Vary for service Dimensions

Adequate ServiceDesired ServiceZone ofToleranceThe Zone of Tolerance

Most Important FactorsLeast Important FactorsLevelofExpectationSource:Berry, Parasuraman, and Zeithaml (1993)Adequate ServiceDesired ServiceZone ofToleranceZoneofToleranceDesired ServiceAdequate ServiceZones of Tolerance forDifferent Service Dimensions

Factors Influencing Customer Expectations ofServicePredicted ServiceExplicit & ImplicitService PromisesWord-of-MouthPast ExperienceDesired ServiceZONEOFTOLERANCEAdequate ServicePersonal NeedsBeliefs aboutWhat Is PossiblePerceived ServiceAlterationsSituational FactorsSource:Adapted from Valarie A. Zeithaml, Leonard A. Berry, and A. Parasuraman,“The Nature and Determinants of CustomerExpectations of Service,”Journal of the Academy of Marketing Science21, no. 1 (1993): pp 1–12.

Enduring ServiceIntensifiersPersonal NeedsZoneofToleranceDesired ServiceAdequate ServiceFactors That Influence desired Service

Factors That Influence customer expectations ofserviceSources of Desired Service Expectations :Personal needs: Those states or conditions essential to the physicalor psychological well-being of the customer, are pivotal factors thatshape what customer desire in service.Lasting service intensifiers(Personal Service Philosophy):Thecustomer’s underlying generic attitude about the meaning ofservice and the proper conduct of service providers.Derived Service Expectation: This occur when customerexpectations are driven by another person or group ofpeople.

Personal Service Philosophy

Self-PerceivedService RoleSituationalFactorsPerceived ServiceAlternativesTransitory ServiceIntensifiersZoneofToleranceDesired ServiceAdequate ServiceFactors That Influence Adequate Service

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What are the major factors that influence customer expectations for desired service?

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