Handout 2 412 - ConsumerExpectations ofServices...

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Consumer Expectations  of Services Valarie A. Zeithaml Mary Jo Bitner
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Consumer Expectations Pre-trial beliefs about a service that function as  standards against which performance is judged. Types of Expectations Desired service  -- the level of service the customer  hopes to receive Adequate service  -- the level of service the customer  will accept 
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Dual Customer Dual Customer Expectation Levels Expectation Levels Adequate Service Desired Service Zone of Tolerance
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The Zone of Tolerance The Zone of Tolerance Adequate Service Desired Service Zone of Tolerance The extent to which customers recognize and are  willing to accept variation in service performance
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Zones of Tolerance for Zones of Tolerance for Different Service Dimensions Different Service Dimensions Most Important Factors Least Important Factors Level of Expectation Source: Berry, Parasuraman, and Zeithaml (1993) Adequate Service Desired Service Zone of Tolerance Desired Service Adequate Service Zone of Tolerance Desired Service Adequate Service
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Handout 2 412 - ConsumerExpectations ofServices...

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