Customer Expectations of Service Chapter Customer Expectations of Service 顾客对服务的期望 4 Meaning and Types of Services Expectations 期望的意义与类型 Factors that Influence Customer Expectations of Service 影响期望的因素 Issues Involving Customer Service Expectations 影响服务期望的因素

期望的类型（表现形式） Desired service 理想的服务 Adequate service 可接受的服务 理想的情况下，我可能从服务中得到的利益 Adequate service 可接受的服务 我至少应该得到什么利益？ 可容忍的最低期望

Figure 3.3 Dual Customer Expectation Levels Desired Service Adequate Service

Figure 3.4 The Zone of Tolerance Desired Service Zone of Tolerance Adequate Service

Which kind of customer expectation Brainstorming Which kind of customer expectation should a service provider need to understand? Desired service? Adequate service? Why? 服务提供商应该理解哪种期望？理想的期望？可接受的期望？

Which kind of customer expectation Brainstorming Which kind of customer expectation is more stable? Desired service or adequate service? Why? 哪种顾客期望更稳定？ 理想的期望？ 可接受的期望？

Figure 3.5 Zones of Tolerance for Different Service Dimensions Desired Service Level of Expectation Zone of Tolerance Desired Service Zone of Tolerance Adequate Service Adequate 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)

Figure 3.6 Factors That Influence Desired Service Enduring Service Intensifiers 持久的服务强化 Personal service philosophy 个人服务理念 Desired Service Personal Needs 个人需要 Zone of Tolerance Adequate Service

Figure 3.7 Factors That Influence Adequate Service Transitory Service Intensifiers 暂时服务强化因素 Zone of Tolerance Desired Service Adequate Service Perceived Service Alternatives 可感知的服务替代 Self-Perceived Service Role 自我感知的服务角色 Situational Factors 情境因素

Figure 3.8 Factors That Influence Desired and Predicted Service Explicit Service Promises 明示的服务承诺 Implicit Service Promises 暗示的服务承诺 Word-of-Mouth 口碑 Desired Service Zone of Tolerance Past Experience 过去的经验 Predicted Service 预计的服务 Adequate Service

假设有一小型企业欲购买一批 手提电脑给员工使用，根据图3-8，哪些 影响该企业购买期望的因素是关键性的？ 哪些因素最不重要？ Brainstorming 假设有一小型企业欲购买一批 手提电脑给员工使用，根据图3-8，哪些 影响该企业购买期望的因素是关键性的？ 哪些因素最不重要？

Would you give an example which a Brainstorming Would you give an example which a service company’s explicit service promises were inflated and let you to be disappointed? 请给出一个例子，由于供应商的明示的 服务承诺过于夸大而使你感到失望？

What the impact would have been of making unrealistic promises? Brainstorming What the impact would have been of making unrealistic promises? 不现实的承诺会带来什么后果？

Do you believe any of your service expectations are unrealistic? Brainstorming Do you believe any of your service expectations are unrealistic? 你觉得自己的期望是不现实的吗？

Know customer expectations by asking questions. 通过询问了解顾客期望 Basically, customer expectations are realistic Know customer expectations by asking questions. 通过询问了解顾客期望 Show that you have got it and are taking actions. 表示了解并采取行动 Explain why you can not meet their expectations so far. 解释为什么目前没有达到要求

Should a service provider simply try to meet customer expectations or Brainstorming Should a service provider simply try to meet customer expectations or exceed them? 服务商应该仅仅达到顾客期望还是应该超过顾客期望？

exceed customer expectations? Brainstorming How can a service provider exceed customer expectations? 服务商怎样才能超过顾客的期望？

Exceeding customer expectations Build close customer relationship. 建立亲密的顾客关系 Keep doing better than your competitor. 永远比你的竞争对手好

举办2008北京奥运会是今年中国面临的 最大的国际盛事。如何才能够让各国宾客 高兴而来，满意而归？请结合图3-8（p.62), Brainstorming 举办2008北京奥运会是今年中国面临的 最大的国际盛事。如何才能够让各国宾客 高兴而来，满意而归？请结合图3-8（p.62), 讨论中国政府作为东道主，可以影响各国 宾客期望的策略。