American Service Expectations

• EXPECTATIONS

  ·       is what customers feel they deserve from the transaction
• Expectations Hierarchy:

  • The Ideal Expectation
  • The minimally acceptable level
  • The worst possible levels
• The ideal expectation

  ·       Is what would happen under the best of circumstances, a barometer of excellence
• The minimally acceptable level

  ·       The threshold at which mere satisfaction is achieved
• The worst possible levels

  ·       The worst outcome that can be imagined
• Expectations are strongly affected by experience     

  If a customer had a bad xp, the expectation will decline, vice versa.
• Types of Expectations:

  • Ideal Expectation
  • Desired Expectation
  • Predicted Expectation
• IDEAL EXPECTATION

  ·       The performance wished for in a perfect service
• DESIRED EXPECTATION

  ·       The performance levels that customers want the service to meet
• PREDICTED EXPCTATION

  ·       The performance level that the customer anticipates will be achieved by the service encounter before this encounter is experienced.
• Factors that Affect Service Expectation:

  • Experience
  • Advertising: word of mouth, personal limitations