book chapter 3 (1)

Question 1

Customer expectation

Answer 1

Beliefs about service delivery that serve as standards or reference points against which performance is judged. Because customers compare their perceptions of performance with these reference points when evaluating service quality, thorough knowledge about customer expectations is critical to services marketers

Question 2

possible levels of consumer expectation

Ideal expectation or desires

Answer 2

Everyone says this restaurant is as good as one in france and I want to go somewhere special for anniversary

Question 3

possible levels of consumer expectation

normative should expectations

Answer 3

As expensive as this restaurant is, it ought to have excellent food service

Question 4

possible levels of consumer expectation
Experience based norms

Answer 4

Most times this restaurant is very good, but when it gets busy the service is slow

Question 5

possible levels of consumer expectation
Acceptable expectations

Answer 5

I expect this restaurant to serve me in an adequate manner

Question 6

possible levels of consumer expectation
Min tolerable expectations

Answer 6

I expect terrible service from this restaurant but come because the price is low

Question 7

zone of tolerance

Answer 7

The extent to which customers recognise and are willing to accept this variation

Question 8

Tolerance zones in context of different customers

Answer 8

Different customers possess different tolerance zones. Some customers have narrow zones of tolerance, requiring a tighter range of service from providers, whereasother customers allow a greater range of service

Question 9

Zones of tolerance in context of service dimensions

Answer 9

Customers tolerance zones also vary for different service attributes or dimensions. The most imortant the factor, the narrower the zone of tolerance is likely to be.

Question 10

Customers are likely to be less tolerant about

Answer 10

Unreliable service (broken promises or service errors) than other service deficiencies, which means that they have higher expectations of this factor

Question 11

lasting serivce intensifiers

Answer 11

Are individuals, stable factors that lead the customer to have a heightened sensitivity to service

Question 12

Derived service expectations

Answer 12

occur when customer expectations are driven by another person or group of people. A niece from a big family who is planning a ninetieth birthday party for a favourite aunt is representing the entire family in selecting a restaurant for a successful celebration. Her needs are driven in part by the derived expectations from the other family members

Question 13

factors that influence desired service

Answer 13

Lasting service intensifiers

personal needs

Question 14

Five factors that influence adequate service

Answer 14

1. Temporary service intensifiers
2. Perceived service alternatives
3. Self-perceived service role
4. Situational factors
5. Predicted service

Question 15

Temporary service intensifiers

Answer 15

Consist of short term, individual factors that make a customer more aware of the need for service

Question 16

perceived service alternatives

Answer 16

are other providers from whom the customer can obtain service. If customers have multipe service providers to choose from, or if they can provide the service themselves (such as lawn care or personal grooming) their levels of adequate serviec are higher than those of customers who believe it is not possible to get better service elsewhere

Question 17

customers self perceived serivce role

Answer 17

We define this as customers perceptions of the degree to which customers exert an influence on the level of service they receive.

in other words, customers expectations are partly shaped by how well they believe they are performing their own roles in service delivery.

A customer who is very explicit with a waiter about how rare he or she wants his or her steak cooked in a restaurant will probably be more dissatisfied if the meat comes to the table overcooked than a customer who does not articulate the degree of cooking expected.

Question 18

situational factors

Answer 18

Defined as service performance conditions that customers view as beyond the control of the service provider

For example, where personal emergencies such as serious car accidents would be likely to intensify customer service expectations of insurance companies

Question 19

Predicted service

Answer 19

The level of service that customers believe they are likely to get. This type of service expectation can be viewed as predictions made by customers about what is likely to happen during an impending transaction or exchange

Question 20

predicted service follows from

Answer 20

Explicit service promises

Implicit service promises

Word of mouth

Past experience