MKT 723 Chapter 4: Chapter 4.docx
13 May 2013
School
Department
Course
Professor
Document Summary
Expectations are beliefs about service delivery that serve as standards or reference points. Knowing what the customer expects is the most critical step in delivering quality service. The highest level of expected service is the desired level. It is a blend of what the customer believes can be and should be. It"s the level of service the customer will accept. This is the minimum the customer will accept. Services are heterogeneous in that they vary across providers, employees, and the same employee. Zone of tolerance, located between the desired and adequate service levels. An individual"s zone of tolerance increases or decreases depending on various factors including company-controlled factors, such as price. Tolerance zones vary form different service attributes or dimensions. Customers are likely to be less tolerant about unreliable services. Two largest influences on desired service level are: Personal needs shape what customers desire in a service. (physical, social, psychological, and functional categories)
