Customer ExpectationsBy: Prof. Shilpa chadichal
How are Expectations FormedThey vary from one business to anotherDepends on customer requirement. Example–shortduration flight v/s long durationCustomers past experienceCustomers internal standardsExpectations change over time
Customer ExpectationsCustomer 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 ExpectationsDesired Service Level:Wished-for level of service quality that customer believescan and should be deliveredAdequate Service Level:Minimum acceptable level of service
Adequate ServiceDesired ServiceDual Customer Expectation Levels
Types orLevels of Customer ExpectationsPredicted Service Level:Service level that customer believes firm will actuallydeliverZone of Tolerance:Range within which customers are willing to acceptvariations in service deliveryDifferent customers Possess Different Zones of ToleranceZones 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 ofserviceSources 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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