PPT4.5 understandingcustomerexpectations.pdfVIP

1 Understanding and Managing Customer Expectations Two Levels of Customer Expectations Desired Service ? the level of service the customer hopes to receive ? “wished for” level of performance ? a blend of what the customer believes “can be” and “should be” Adequate Service ? the level of service the customer will accept ? lower than desired service ? represents the “minimum tolerable expectation” The Zone of Tolerance in Customer Expectations Adequate Service Desired Service Zone of Tolerance Zones of Tolerance for Different Service Dimensions Most Important Factors Least Important Factors Level of Expectation Adequate Service Desired Service Zone of Tolerance Zone of Tolerance Desired Service Adequate Service Zones of Tolerance for First-Time and Recovery Service First-Time Service Outcome Process Outcome Process Recovery Service Expectations LOW HIGH Source: Parasuraman, Berry and Zeithaml (1991) Factors that Influence Desired Service Zone of Tolerance Adequate Service Desired Service Enduring service Intensifiers Personal needs EXPECTED SERVICE Factors that Influence Adequate Service short term in nature, more fluctuate Desired Service Zone of Tolerance Adequate Service Predicted Service Transitory service intensifiers Perceived service alternatives Self-perceived service role Situational factors Factors That Influence Desired Predicted Service Desired Service Zone of Tolerance Adequate Service Predicted Service Explicit service promises Implicit service promises Word of mouth Past experience A Mode of Customer Expectation of Service EXPLICIT SERVICE PROMISES ?Advertising ?Personal selling ?Contacts ?Other communications IMPLICIT SERVICE PROMISES ?Tangibles ?Price WORD OF MOUTH ?Personal ?“Expert” (Consumer Reports, publicity, consultants, surrogates) PAST EXPERIENCE PREDICTED SERVICE ENDURING SERVICE INTENSIFIERS ?Derived expectations ?Pe