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(1)

Customer Expectations of Service

Meaning and Types of Service Expectations

Factors that Influence Customer Expectations of

Service

Issues Involving Customers’ Service Expectations

4

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Consumer Expectations of Service

 Recognize that customers hold different types of expectations for service performance.

 Discuss the sources of customer expectations of service, including those that are controllable and uncontrollable by marketers.

 Acknowledge that the types and sources of expectations are similar for end consumers and business customers, for pure service and product-related service, for experienced customers and inexperienced customers.

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Zones of Tolerance

The range of expectations between desired

and adequate…

can be wide or narrow

can change over time

can vary among individuals

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Customer Expectations

What does a service marketer do if customer

expectations are “unrealistic”?

Should a company try to delight the customer?

How does a company exceed customer service

expectations?

Do customer service expectations continually

escalate?

How does a service company stay ahead of

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