CUSTOMER EXPECTATIONS OF

SERVICES
 Gaps Model of Service Quality

CUSTOMER Expected
Service

Customer
Gap
Perceived
Service

External
COMPANY Service Delivery Communications
GAP 4 to Customers
GAP 1 GAP 3
Customer-Driven Service
Designs and Standards

GAP 2
Company Perceptions of
Consumer Expectations
Part 1 Opener
 Gaps Model of Service Quality

Customer Gap:
 difference between expectations and
perceptions
Provider Gap 1:
 not knowing what customers expect
Provider Gap 2:
 not having the right service designs and
standards
Provider Gap 3:
 not delivering to service standards
Provider Gap 4:
 not matching performance to promises
Part 1 Opener
Categories in Consumer Decision-Making and
Evaluation of Services

Information Evaluation of
Search Alternatives
 Use of personal sources  Evoked set
 Perceived risk  Emotion and mood

Purchase and Post-Purchase

Consumption Evaluation
 Service provision as drama  Attribution of dissatisfaction
 Service roles and scripts  Innovation diffusion
 Compatibility of customers  Brand loyalty
Categories in Consumer Decision-Making and
Evaluation of Services

Information Evaluation of
Search Alternatives
 Use of personal sources  Evoked set
 Perceived risk  Emotion and mood

Culture
 Values and attitudes
 Manners and customs
 Material culture
 Aesthetics
 Educational and social
institutions

Purchase and Post-Purchase

Consumption Evaluation
 Service provision as  Attribution of dissatisfaction
drama
 Service roles and scripts  Innovation diffusion
 Compatibility of customers  Brand loyalty
Dual Customer Expectation Levels

Desired Service

Zone of
Tolerance

Adequate Service
The Zone of Tolerance

Desired Service

Zone of
Tolerance

Adequate Service
 Zones of Tolerance for
Different Service Dimensions
Desired Service

Level
of Zone of
Expectation Desired
Tolerance Desired Service
Service
Adequate Service
Zone
of
Tolerance

Adequate
Adequate Service
Service

Most Important Factors Least Important Factors

Source: Berry, Parasuraman, and Zeithaml (1993)
 Zones of Tolerance for
First-Time and Recovery Service
First-Time Service

Outcome

Process

Recovery Service

Outcome

Process

LOW HIGH
Expectations
Source: Parasuraman, Berry and Zeithaml (1991)
Factors that Influence Desired Service

Enduring Service
Intensifiers

Desired
Service
Personal Needs
Zone
of
Tolerance

Adequate
Service
Factors that Influence Adequate Service

Transitory Service
Intensifiers

Desired
Perceived Service Service
Alternatives
Zone
of
Tolerance
Self-Perceived
Service Role Adequate
Service

Situational
Factors
 Factors that Influence
Desired and Predicted Service
Explicit Service
Promises

Implicit Service
Promises

Desired Word-of-Mouth
Service

Zone
Past Experience
of
Tolerance

Adequate Predicted
Service Service