Download - Customer Expectations of Service -3
FOCUS ON CUSTOMER
CUSTOMER EXPECTATIONS OF SERVICE
Customer Expectations of Service
• Meaning and Types of Services Expectations
• Factors that Influence Customer Expectations of Service
• A Model of Customer Service Expectations
• Issues Involving Customer Service Expectations
Customer Expectations of Service
• Recognize that customers hold different types of expectations for service performance.
• Controllable and uncontrollable sources of customer expectations.
• Acknowledge that expectations are similar for many different types of customers.
• Delineate the most important current issues surrounding customer expectations.
Possible Levels of Customer Expectations
Diff. types of Expectations
• Predictive – how an orgn. will perform
• Normative – should happen in an orgn.
• Excellence –
• Adequate – expectations for min. level of perf.
Dual Customer Expectation Levels
Dual Customer Expectation Levels
• Desired service: The level of service the customer hopes to receive. This is the highest level of service expected.
• Adequate service: The level of service customers will accept - the threshold level of acceptable service.
The Zone of Tolerance
The Zone of Tolerance
• ZOT is the extent to which customers recognize - the variation in services across many providers, across employees of the same provider and within the same service employee – and are willing to accept the variation in service.
• ZOT is different for different customers and different for the same customer from time to time
Zones of Tolerance for Different Service Dimensions
Zones of Tolerance for First-Time and Recovery Service
Analyzing and Interpreting Marketing Research Findings
• Tracking of Performance
• Gap scores
• Competition
• Zone of Tolerance charts
• Importance/ Performance Matrices
Service Quality Perceptions Relative to Zones of Tolerance (by Dimensions)
Service Quality Perceptions Relative to Zones of Tolerance (by Dimensions)
Factors That Influence Desired Service
Factors That Influence Desired Service
• Personal needs : Physical or Psychological
• Enduring Service Intensifiers : Are individual, stable factors that lead the customer to a heightened sensitivity to service.
– Derived service expectations : customers expectations are driven by another person or another group of people.
• Personal service philosophy : the customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers.
Factors That Influence Adequate Service
Factors That Influence Adequate Service
• Transitory Service Intensifiers : temporary, usually short-term, individual factors that make a customer more aware of the need for service.
• Perceived Service Alternatives : other providers from whom customers can obtain service.
• Self-Perceived Service Role : customer perceptions of the degree to which customers exert an influence on the level of service they receive.
• Situational Factors : beyond the control of the service provider.
• Predicted service : The Level of service customers believe they are likely to get.
Factors That Influence Desired and Predicted Service
Issues involving Customer Service Expectations
• What does a service marketer do if customer expectations are “unrealistic”?
• Should a company try to delight the customer?
• How does a company exceed customer service expectations?
• Do customer service expectations continually escalate?
• How does a service company stay ahead of competition in meeting customer expectations?