MKT 4050 Chapter 3 (Expectations of Service)

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Services Marketing
Chapter 3
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College: Third year, College: Fourth year
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1

Customer Expectaions

beliefs about service delivery that serve as standards or reference points against which performance is judged.

2

Types of expectations

desired and adequate

3

Desired Service

the level of service the customer hopes to receive, what they "wish for."

4

Adequate Service

the minimum level of service the customer will accept.

5

Zone of Tolerance

the extent to which customers recognize and are willing to accept. different customers possess different zones of tolerance: narrow or wider. vary for service dimensions.

6

Sources of desired service expectations

personal needs, personal service philosophy, and derived service expectations.

7

Personal needs

the physical or psychological well being of the customer, are pivotal factors that shape what customers desire.

8

Personal service philosophy

underlying generic attitude about the meaning of service and the proper conduct of service providers.

9

Derived service expectations

when customer expectations are driven by another person or group of people.

10

Sources of adequate service expectations

perceived service alternatives, situational factors, and predicted service.

11

Perceived service alternatives

other providers from whom the customer can obtain service.

12

Situational factors

include service performance conditions that customer view as beyond the control of the service provider.

13

Predicted service

level of service that customers believe they are likely to get.

14

Sources of both desired and predicted service expectations

explicit service promises, implicit service promises, word-of-mouth communication, past (personal) experience.

15

Explicit service Promises

personal and non-personal statements about the service made by the organization.

16

Implicit service promises

service related cues that lead to inferences about what service should be like.

17

Word-of-mouth communication

shaping expectations of service is well documented. social networking sites. very important in services that are difficult for customers to evaluate before purchase.

18

Past (personal) experience

the customer's previous exposure to service that is relevant to the focal service.

19

Issues involving customers' service expectations

unrealistic expectations,delighting customers, exceeding expectations, and escalate expectations.

20

Unrealistic expectations

customer expectations will be extravagant and unrealistic.

21

Delighting Customers

positive emotional state that results from having one's expectations exceed by a degree.

22

Exceeding expectations

delighting and surpassing them by giving more than they expect.

23

Escalate expectations

rise as quickly as service delivery or promise to rise.