What are personal and non personal statements about a service made by an organization to customers?

beliefs about service delivery that serve as standards or reference points against which performance is judged.

the level of service the customer hopes to receive, what they "wish for."

the minimum level of service the customer will accept.

the extent to which customers recognize and are willing to accept. different customers possess different zones of tolerance: narrow or wider. vary for service dimensions.

Sources of desired service expectations

personal needs, personal service philosophy, and derived service expectations.

the physical or psychological well being of the customer, are pivotal factors that shape what customers desire.

Personal service philosophy

underlying generic attitude about the meaning of service and the proper conduct of service providers.

Derived service expectations

when customer expectations are driven by another person or group of people.

Sources of adequate service expectations

perceived service alternatives, situational factors, and predicted service.

Perceived service alternatives

other providers from whom the customer can obtain service.

include service performance conditions that customer view as beyond the control of the service provider.

level of service that customers believe they are likely to get.

Sources of both desired and predicted service expectations

explicit service promises, implicit service promises, word-of-mouth communication, past (personal) experience.

Explicit service Promises

personal and non-personal statements about the service made by the organization.

Implicit service promises

service related cues that lead to inferences about what service should be like.

Word-of-mouth communication

shaping expectations of service is well documented. social networking sites. very important in services that are difficult for customers to evaluate before purchase.

Past (personal) experience

the customer's previous exposure to service that is relevant to the focal service.

Issues involving customers' service expectations

unrealistic expectations,delighting customers, exceeding expectations, and escalate expectations.

customer expectations will be extravagant and unrealistic.

positive emotional state that results from having one's expectations exceed by a degree.

delighting and surpassing them by giving more than they expect.

rise as quickly as service delivery or promise to rise.

Course TitleSERVICE MANAGEMENTCourse Objectives:1.Recognize that customers hold different types of expectations for serviceperformance2.Discuss several sources of customer expectations of service.3.Acknowledge that the types and sources of expectations are similar for endconsumers and business customers, for pure service and product-related service,for experienced customers and inexperienced customers.4.Delineate some important issues surrounding customer expectations.Lesson/ Handout #3:CUSTOMER EXPECTATIONS OF SERVICELesson PresentationCustomer ExpectationUndoubtedly, the greatest gap between customer expectations and servicedelivery exists when customers travel from one country to another.For example, in Japan the customer is supreme. At the morning of largedepartmental stores in Tokyo, sales personnel line up to welcome customers and bow asthey enter.Because of the wonderful treatment Japanese customers are used to it in theirhome country; they often have service expectations that exceed service delivery evenwhen shopping in “civilized” countries such as Great Britain.HIDEO MAJIMA, 57, a Japanese tourist, looked puzzled and annoyed. He wasstanding in a London department store while two shop assistants conversed instead ofserving him. He left without buying anything. His annoyance is understandable when yourealized the standard of service treatment in Japan.CUSTOMER EXPECTATIONS-Are beliefs about service delivery that serveas standards or reference points againstwhich performance is judged.WHY?-Because customers compare their perceptionsof performance with these reference pointswhen evaluating service quality, thoroughknowledge about expectations is critical toservices marketers.-Knowing what the customer expects is thefirst and possibly most critical step indelivering quality service.MEANINGANDTYPESOFSERVICEEXPECTATIONSIdeal Expectations-Customers has heard from various sourcesand made of the mind. Everyone says goodrestaurant.Normative“Should” Expectations