Transcript
Page 1: 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

Page 2: Customer Expectations of Service -3

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

Page 3: Customer Expectations of Service -3

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

Page 4: Customer Expectations of Service -3

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)

Page 5: Customer Expectations of Service -3

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

Page 6: Customer Expectations of Service -3

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

Page 7: Customer Expectations of Service -3

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?


Top Related