ADM 3322 Chapter 4: CH4, Services Marketing, 1st Canadian Edition
31 Jan 2012
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Document Summary
Being wrong about what a customer expects can result in lost business. It can also mean that money and time are spent on things frivolous to the customer. Expectations are reference points against which service delivery is compared. Level of expectation can change depending on consumer reference points. This place ought to due to price/advert etc. Expect terrible but come due to price/product etc (lowest expectation) Desired service is the wished for or ideal service expectations. Adequate service is the level of service the customer will accept. *these are the upper and lower boundaries of service expectations. Desired/adequate expectations are generally constant across categories of service, but not industries. Service performance may vary across providers, employees, location. The extent to which customers are willing to accept this discrepancy is called the "zone of tolerance" Generally service performance is not noticed in this range, however it is outrageous when above or below. Tangibles generally have a larger zone of tolerance.
