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The Zone of
Zone of
Tolerance Tolerance
Adequate Service
Desired Service
Zone
Zones of of
Tolerance for Level
Tolerance Desired Service
Different of
Expectation
Adequate Service
Zone
Service of
Tolerance
Dimensions Adequate Service
Reliability Tangibles
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, “Ten Lessons for Improving Service Quality,”
Marketing Science Institute, Report No. 93-104 (May 1993).
Personal Needs
(apart from the
basic function
Desired Service
Influence
Desired Service Derived Service
Expectations Zone
of
Tolerance
Service
Zone
Past Experience
of
Tolerance
Predicted
Adequate Service Service