Chapter 3-1
Part 2
FOCUS ON THE
CUSTOMER
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Chapter
Chapter 3-2
Customer Expectations of Service 3
Service Expectations
Factors that Influence Customer Expectations of
Service
Issues Involving Customers’ Service Expectations
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Chapter 3-3
Objectives for Chapter 3:
Consumer Expectations of Service
Recognize that customers hold different types of
expectations for service performance.
Discuss several sources of customer expectations of
service.
Acknowledge that the types and sources of expectations
are similar for end consumers and business customers, for
pure service and product-related service, for experienced
customers and inexperienced customers.
Delineate some important issues surrounding customer
expectations.
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Chapter 3-4
Possible Levels of Customer Expectations
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Chapter 3-5
Dual Customer Expectation Levels
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Chapter 3-6
The Zone of Tolerance
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Chapter 3-7
The Zone of Tolerance
Desired Service ← Delights
Zone of
Tolerance ← Desirables
Adequate Service ← Musts
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Chapter 3-8
Zones of Tolerance
The range of expectations between desired
and adequate…
can be wide or narrow
can change over time
can vary among individuals
may vary with the type of product/service
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Chapter 3-9
Zones of Tolerance for Different
Service Dimensions
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Chapter 3-10
Factors That Influence Desired Service
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Chapter 3-11
Factors That Influence Adequate Service
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Chapter 3-12
Factors That Influence Desired and
Predicted Service
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Chapter 3-13
Explicit Service Promises from
Paytrust
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Chapter 3-14
Implicit Service Promises
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Chapter 3-15
Frequently Asked Questions About
Customer 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 customers’ service
expectations?
Do customers’ service expectations continually
escalate?
How does a service company stay ahead of
competition in meeting customer expectations?
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Chapter 3-16
Service Customers Want the Basics
(Exhibit 3.1)
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Chapter 3-17
Should a Company Try to Delight
the Customer?
Delight: a
profoundly positive
emotional state
that results from
having one’s
expectations
exceeded to a
surprising degree.
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Chapter 3-18
How Does a Company Exceed Customer
Service Expectations?
Bottom line: exceeding expectations on the
basics is nearly impossible
Honor promises
Do what you are supposed to do
Develop customer relationships
Provide personalized attention
Underpromise?
Be unique
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Chapter 3-19
Do Service Expectations Continually
Escalate?
Adequate service expectations are more subject to
escalation than desired service expectations; they
rise as quickly as service delivery or promises rise.
Adequate service expectations need to be
monitored continually – the more turbulent (hỗn
loạn) the industry, the more frequent the
monitoring needed.
Desired service expectations are more stable; they
tend to start high and stay high
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Chapter 3-20
Staying Ahead of the Competition in
Meeting Customer Expectations
Adequate expectations will rise when competitors promise
and deliver a higher level of service.
Challenge is to consistently exceed the adequate service
level and also reach the desired service level.
Must build customer loyalty
Consider how promises are presented to customers
relative to the competition.
Be honest when refuting competitors’ “inflated” offerings; provide
facts.
Follow up the sale with a “reality check” about the level of service
received relative to industry average
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