Chapter 3: Customer Expectations of Service Commented [BFB(S1]: Kommentar

Customer Expectations
1. Beliefs about service delivery
2. Service as standard & reference point

Meaning and Types if Service Expectations

Expectation level can vary depending on the reference point
1. Desired level
a. Level customer hopes to receive
2. Adequate level
a. Acceptable level (minimum customer will tolerate)
expectations levels allow companies in same industry to offer far different levels of
service and survive

3. Zone of tolerance
a. Extent to which customer recognise and is willing to accept this variation
b. Customers do not notice service performance in this zone
c. Zone of tolerance increases or decreases depending on
i. Price, time (rush), reliability, tangibles etc.
Factors that influence Customer Expectations of Service

1. Sources of Desire Service Expectations

a. Lasting Service Intensifiers
i. Individual, stable factors lead consumer to heightened sensitivity
to service
1. Derived service expectations
a. Expectations driven by another person / group
2. Personal service philosophy
a. Underlying attitude towards the service
b. Personal Needs
i. States & conditions important for physical and psychological well
being
2. Sources influencing adequate service
a. Temporary service intensifiers
i. Short term, individual factors
1. Emergency
b. Perceived service intensifiers
i. Other providers to chose from
ii. DIY service (child care, cleaning the house)
c. Self perceived service role
i. Degree of control customer has over service he receives
d. Situational factors
i. Conditions beyond control of service provider
1. Car accident of service provider
e. Predicted Service
i. Level of service customer thinks he is likely to get
3. Sources of Desired and Predicted Service expectations
a. Explicit service promises
i. Personal, non personal statements about service from company to
customer
 1. Often overpromising
b. Implicit service promises
i. Service related cues (price, tangibles)
1. The higher the price the more the customer will expect
c. Online, Offline WOM
i. Perceived as unbiased
ii. Online reviews
iii. Offline friends and family
d. Past experience

Issues Involving Customer Service Expectations

5 FAQS
1. What do service marketers do if customer expectations are unrealistic?
a. Some try to under promise reduces competitive appeal of service
2. Should a company try to delight a customer?
a. Staying power: how long company expects experience to stay delight for
customer
3. How does a company exceed customer service expectations?
a. Be accurate and dependable
b. Provide promised service
c. Under promise , over deliver
4. Do customer service expectations continually escalate?
a. Service expectations rise as delivery & promise rise
b. Desired service expectations are more stable
5. How to service companies stay ahead of competition meeting customer
expectations?
a. Perform above adequate service expectation level
b. Reach desired level to ensure consumer loyalty Commented [BFB(S2]: Kommentar