Customer Expectations of Service

Customer Expectations of Service

Desired Service and Adequate Service of

A Customer for Restaurant 

Restaurants are classified in many ways :

 

1.Fast Food: Desired Service expectations are quick, convenient, tasty food, clean setting.

 

2.Expensive Restaurant: desired service elegant surroundings, gracious employees, candlelight, fine food.

 

3.Ethnic Restaurants

 

4.Airport Restaurants

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The adequate service expectation level on the other hand, may vary from different firms within category or subcategory.

Within the fast food restaurant, a customer may hold a higher expectation for McDonald’s than for Burger King, having experienced consistent service at McDonald’s over time and somewhat inconsistent service at Burger King.

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 The Zone of Tolerance

 

Service vary across providers, across employees from the same provider and even with the same  service employee.

The extent to which customers recognize and willing to accept this variation is called the:

 

ZONE OF TOLERANCE.

When a Customer can not wait from a long time , The Zone of Tolerance will be worked from that time so it is very much important for a seller.......

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Suppose But Stand for an Example....

Passengers waiting for the bus….‡ 

If the service is higher than the zone of tolerance customer are very delighted. Ex: Arrives on time.‡

If it is exceeding the zone of tolerance then customers are very unhappy.

Now Different  Customers Posses Different Zones of Tolerance…

Some customers have narrow zones of tolerance, requiring a tighter range of service from providers, whereas other customers allow a greater range of service. Very busy customers would likely always be pressed for time, desire short wait times in general also hold constrained range for the length of acceptable wait times.

An individual customer’s zone of tolerance increases or decreases depending on a number of factors, including company – controlled factors such as price...

When price increase, customers tend to be less tolerant to poor service. In this case, the zone of tolerance decreases because the adequate service level shifts upward. 

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Also Zones of Tolerance Vary for Service Dimensions 
1 Customers’ tolerance zones also vary for different service attributes or dimensions.

2.The more important the factor, the narrower the zone of tolerance is likely to be.

3.Customers are likely to be less tolerant about unreliable service (broken promise or service errors) than other service deficiencies, which means that they have higher expectations for this factor.

 

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Also Thanks my Honorable Teacher who teach this concept...

Nazmul Karim Chowdhury...