Customer Expectation of

Service

Customer expectations are beliefs abou

t service delivery that serve as stand
ard or reference points against which
performance is judged
.

Among the aspects of expectation

that need to be explored &
understood for successful services
marketing
What types of expectations do cust
hold

about services

What factors most influence the

formation of these exp????
Issues involving customer service
expectation???

Meaning And Types of Service Expectations

Ideal Expectations
Or desires

Normative Should
Expectations

Everyone says this restaurant is good

& I want to go somewhere very
special for my anniversary

As expensive as this restaurant is, it

ought to have excellent food and
service

Experience Based Norms

Most times this restaurant is very good,

but when it gets busy the service is
slow
Acceptable Expectations

I expect this restaurant to serve me

in an Adequate manner
Minimum tolerable
Expectation

I expect terrible service from this

Restaurant but come because the
Price is low

Therefore

we have different levels of

expectations
For

purpose of discussion we will focus

on two types
Desired

Service

Adequate

service

Desired Service
Desired

service level of service

customer hopes to receive -wished for

DS

is blend of what the customer

believe can be and should be

Ex

Matrimony sites .

College

placement office wish for

but economy constraint

Adequate

service threshold level of

acceptable service - the min level of

service customer will accept

College

placement office - coz of

economic slowdown,higly skilled

student accepts entry level positions or
internships for no pay
There

desires were still high but they

considered market situation at that time

Some

graduates accepted any

job to earn money, few on non

pay basis for to gain
experience

The Zone of Tolerance

Heterogeneity extent to which
customer recognize and are willing to
accept this variation is called - ZOT

 Implication of ZOT below and above

the boundaries
Service performance gets noticed only
outside the zone either negative way or
positive way
Service at check
point line in a
grocery store

The Zone of tolerance

can expand or contrast
Airline customer - late Vs early
Hence marketer should not only
understand size and boundaries but also
when & how zone fluctuates.

Different Customer
Possess different zone
Narrow ZOT
people pressed for time
of tolerance
Home service (plumbing /appliance
repair ) personal factors
Company controlled factors price

 The fluctuation in ZOT is more coz

of Adequate service than desired
serviced

SERVQUAL DIMENSIONS
Reliability Loosing weight fitness

Responsiveness Dealing
customer request ,questions &
complaints
Assurance trainers skils,staff
responsiveness, maitainence of
facility
Empathy Individualized
attention
Tangibles Are equipment
avliable,modern and effective

Ability

to perform service

dependably and accurately

Fed

ex when is absolutely,

positively has to get

there(Reliability)

Responsiveness Willingness to help to

provide prompt service
(Length of time thy have to wait MTS MBLAZE.
Geek Squads 24 hr computer
assistance Because viruses
arent known for keeping business
hours.

Assurance

Inspiring trust and

confidence
It can be embodied in person (Personal
Banker)
It can be embodied in organization.
(Allstate you are in good hands with all
state.

Empathy :Treating customer as

individuals
In B2B customers want suppliers
personalized
service ( Computer
consulting firms )

Tangibles:

Representing the

service Physically
Companies combine tangibles
with another dimension to
create service quality Jiffy
Lube

ZOT Vary For Service

Dimensions
Desired Service

Zone of
Zone of
Tolerance
Tolerance
Adequate Service

Desired
Desired
Service
Service
Zone
of
Tolerance
Adequate

Adequate
Service
Service

Reliability

Empathy

Sources of Desired
Service Expectations
Personal Needs

Personal Service
Philosophy
Derived service
expectation

Desired
Service
Zone
of
Tolerance
Adequate
Service

Personal Needs

Personal Needs- are states or

conditions essential for the physical
well being of the customer
PNs can fall into many categories
Physical
Social
Psychological

Customer with high social and

dependency need high expectation
for hotel ancillary services
Person moving to music classes
directly from home hungry desires
that food stall are nearby

Research statement effect of

personal need on desired service
I expect (insurance) broker to
do a great deal
of my work because I dont
have staff
I expect the broker to know
great deal of my

Research statement effect of

personal need on desired service
My expectations are different I do
have staff to do our certificates
etc..& use the broker

minimally

Derived Service
DSE Customer
expectation
Expectations
are driven by another person or
group of people
Grand daughter planning 90th
birthday of grand mother
Balance Multiple
Influencers

Parents planning vacations

In the context of B2B service
Head of IT dept in insurance
company customer of large computer
vendor.

Personal Service
Philosophy
PSP the customers underlying
generic attitude about the meaning
of service & the proper conduct of
service providers

Sources of adequate
service expectations
Desired
Service

Perceived
Alternatives

Situational
Factors

Zone
of
Tolerance
Adequate
Service

Perceived Service
PSA are alternative
other providers
from whom the customer
can obtain service
Bike repair lawn carepersonal grooming
Airline customer living in
small town

Hitting Options

It is imp that service marketers fully

understand the complete set of
options that cust view as altntve
Conti airline example

Customer Self
Perceived Service Role
Customer Zones of tolerance expand
and contrast

Situational Factors
SFs- Generally considered
temporary in nature
One type uncontrollable Sfs

Ex- Catastrophes that

effect - lower service
expectation in other geo
areas
Ex 2- during hurricanes telephone and internet
service will be poor

Disasters

Ex-At Ritz Carlton ,Maritos hotel in

the affected areas cust quickly
realized that they should not accept
high level of service

Temporary Service
Intensifiers
PSfs- Personal
Emergency
situations in which service is
urgently needed
B2C during accident
claim of insurance (Self and
vehicle)

Accidents

 B2B Mail order company that

depends on toll free phone lines more
demand from telephone service during
peak
Problems with initial service can also
lead to heightened expectations.
Mail order

Predicted Service
Level of service that customers
believe they are likely to get
Predictions made by customers
about what is likely to happen
during transaction

If customers predict good service, their

levels of adequate service likely to be
higher that if they predict poor service

Predicted service is typically an

estimate or calculation of the service
that customer will receive in an
individual transaction that over all
relationship

Explicit Service
Promises
Implicit Service
Promises

Desired
Service
Zone
of
Tolerance
Adequate
Service

Word-of-Mouth

Past Experience