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9 Cards in this Set
- Front
- Back
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What are the 5 levels of customer expectations from low to high? |
-Min tolerable expectations (expect bad but go bc it is cheap) -Acceptable expectations (expect adequate) -Experience based norms (mostly good but can have bad service) -Normative "should" expectations (bc this is so expensive, the service should be good) -Ideal expectations or desires (this place is the best-special occasions) |
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What is in between the level of desired services and the level of adequate services? |
The zone of tolerance. |
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Another word for desired service is _____________ Another word for the zone of tolerance is ____________ Another word for adequate service is __________ |
Delights Desirables Musts |
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4 characteristics of the zone of tolerance: |
1. Can be wide or narrow 2. Can change over time 3. Can vary among individuals 4. May vary with the type of product/service |
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Can the zones of tolerance differ for different service dimensions? |
Yes! |
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3 factors that influence desired service: |
-Personal needs -Personal service philosophy -Desired service expectations |
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3 factors that influence adequate services: |
-Perceived service alternatives -Situational factors -Predicted service |
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4 factors that influence both desired and predicted service: |
-Explicit service promises -Implicit service promises -Word of mouth communication -Past experience |
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5 questions about customer expectations: |
-What if expectations are unrealistic? -Delight customers? -How to exceed expectations? -Do expectations continually escalate? -How do you stay ahead of competition? |
