Post on 25-Dec-2015
description
Customer expectations are beliefs abo
ut service delivery that serve as stand
ard or reference points against which p
erformance is judged
.
Among the aspects of expectation
that need to be explored &
understood for successful services
marketing
What types of expectations do
cust hold about services
What factors most influence the
formation of these exp????
Issues involving customer service
expectation???
Meaning And Types of Service Expectations
Ideal ExpectationsOr desires
Normative “Should”Expectations
Experience Based Norms
Acceptable Expectations
Minimum tolerable Expectation
Everyone says this restaurant is good & I want to go somewhere very special for my anniversary
As expensive as this restaurant is, it ought to have excellent food and service
Most times this restaurant is very good, but when it gets busy the service is slow
I expect this restaurant to serve me in an Adequate manner
I expect terrible service from this Restaurant but come because the Price is low
Therefore we have different levels of
expectations
For purpose of discussion we will focus
on two types
Desired Service
Adequate service
Desired Service
Desired service –level of service
customer hopes to receive -wished for
DS is blend of what the customer
believe can be and should be
Ex Matrimony sites .
College placement office –wish for –
but economy constraint
Adequate service –threshold level of
acceptable service - the min level of
service customer will accept
College placement office - coz of
economic slowdown,higly skilled student
accepts entry level positions or
internships for no pay
There desires were still high – but they
considered market situation at that time
The Zone of Tolerance
Heterogeneity – extent to which
customer recognize and are willing to
accept this variation is called - ZOT
Implication of ZOT – below and above
the boundaries
Service performance gets noticed only
outside the zone –either negative way or
positive wayService at check point line in a grocery store
The Zone of tolerance can expand or contrast
Airline customer - late Vs early
Hence marketer should not only
understand size and boundaries but also
when & how zone fluctuates.
Different Customer Possess different zone
of tolerance Narrow ZOT – people pressed for time –
Home service (plumbing /appliance
repair ) – personal factors
Company controlled factors – price
SERVQUAL DIMENSIONSReliability – Loosing weight -
fitness
Responsiveness – Dealing customer request ,questions &
complaints
Assurance – trainers skils,staff responsiveness, maitainence of
facility
Empathy – Individualized attention
Tangibles – Are equipment avliable,modern and effective
Ability to perform service
dependably and accurately
Fed ex – when is absolutely,
positively has to get
there(Reliability)
Responsiveness -
Willingness to help to
provide prompt service (Length of time thy have to wait -
MTS MBLAZE. –
Geek Squad’s 24 hr computer
assistance – Because viruses
aren’t known for keeping business
hours.
Assurance –Inspiring trust and
confidence
It can be embodied in person (Personal
Banker)
It can be embodied in organization.
(Allstate –you are in good hands with all
state.
Empathy :Treating customer as individuals
In B2B customers want suppliers personalized service ( Computer consulting firms )
Tangibles: Representing the
service Physically
Companies combine tangibles
with another dimension to
create service quality – Jiffy
Lube
ZOT Vary For Service Dimensions
Adequate Service
Desired Service
Zone ofTolerance
DesiredService
AdequateService
Zone of
Tolerance
Desired Service
Adequate Service
Zone ofTolerance
Reliability Empathy
Sources of Desired Service Expectations
DesiredService
AdequateService
Zone of
Tolerance
Personal Needs
Personal Service Philosophy
Derived service expectation
Personal Needs Personal Needs- are states or
conditions essential for the physical
well being of the customer
PNs can fall into many categories
Physical
Social
Psychological
Functional
Customer with high social and
dependency need –high expectation
for hotel ancillary services
Person moving to music classes
directly from home – hungry –desires
that food stall are nearby
Research statement –effect of
personal need on desired service
“I expect (insurance) broker to
do a great deal
of my work because I don’t
have staff
I expect the broker to know
great deal of my
business .
Research statement –effect of
personal need on desired service
‘’My expectations are different …I do
have staff to do our certificates
etc..& use the broker minimally”
Derived Service ExpectationsDSE – Customer expectation
are driven by another person or
group of people
Grand daughter planning 90th
birthday of grand mother
Balance Multiple Influencers
Parents planning vacations
In the context of B2B service
Head of IT dept in insurance
company customer of large computer
vendor.
Personal Service Philosophy
PSP – the customer’s underlying
generic attitude about the meaning
of service & the proper conduct of
service providers
Sources of adequate service expectations
DesiredService
AdequateService
Zone of
TolerancePerceived
Alternatives
Situational Factors
Perceived Service alternative
PSA – are other providers
from whom the customer
can obtain service
Bike repair – lawn care-
personal grooming
Airline customer living in
small town
Hitting Options
It is imp that service marketers fully
understand the complete set of
options that cust view as altntve
Conti … airline example
Ex- Catastrophes that
effect - lower service
expectation in other geo
areas
Ex 2- during hurricanes -
telephone and internet
service will be poor –
Disasters
Ex-At Ritz Carlton ,Maritos hotel in
the affected areas cust quickly
realized that they should not accept
high level of service
Temporary Service Intensifiers
PSfs- Personal Emergency
situations in which service is
urgently needed
B2C – during accident –
claim of insurance (Self and
vehicle)
Accidents
B2B – Mail order company that
depends on toll free phone lines – more
demand from telephone service during
peak
Problems with initial service can also
lead to heightened expectations.
Mail order
Predicted Service
Level of service that customers
believe they are likely to get
Predictions made by customers
about what is likely to happen
during transaction
If customers predict good service, their
levels of adequate service likely to be
higher that if they predict poor service
Predicted service is typically an
estimate or calculation of the service
that customer will receive in an
individual transaction that over all
relationship