Service Expectations

• Factors influencing customer expectation from the service includes desired service, adequate service, predicted service, and zone of tolerance
• Desired service - wished for level of a service
• Adequate service - minimum level of service customer will accept without being dissatisfied
• Predicted service the level of service that customers actually accept to receive
• Zone of tolerance - The extent to which customers are willing to accept service variation
• Predicted service level is the most important level for consumer choice process
• Desired service, adequate levels and the zone of tolerance are important determinants of customer satisfaction