MKT-4035 Lecture Notes - Lecture 3: Preposition And Postposition, Servqual, Kibera
29 Dec 2021
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Customer expectation has been defined as the beliefs, about services delivery that serve as standards or references points against which performance is judged. Knowing what customers expect is the first and possibly most critical step in delivering quality service. Being wrong about what customers want can mean losing a customer"s business when another company hits the target exactly. There are two extremes of customer expectation i. e. desired (ideal expectation) and tolerable (adequate expectations). Services are heterogeneous in that performance may vary across providers, across employees, from the same provider and even in the same service employee. The extent to which customers recognize and are willing to accept the variations in service performance is called the zone of tolerance. If service performance is higher than the zone of tolerance i. e. where performance exceeds desired services, customers will be very pleased and probably quite surprised as well.
