Journal of the Academy of Marketing Science
企業資源規劃期末報告
The Nature and Determinants of Customer
Expectations of service
Valarie A. Zeithaml
Schmalensee Zeithaml
Leonard L. Berry
Texas A&M University
A. Parasuraman
Texas A&M University
碩研科管二甲
學生：蔡昆霖
學號：MA0Q0203
DOCUMENT STRUCTURE
SUMMARY
 MOTIVATION
 RESEARCH PURPOSES
 THEORETICAL BACKGROUND
 RESEARCH METHODOLOGY
 THE MODEL
 RESEARCH IMPLICATIONS

SUMMARY
Proposed and discussed a set customer
expectations for service and the nature of the
decisive factors in the conceptual model.
 The model specifies three different types of
service expectations: desired service, adequate
service, and predicted service.
 The article focuses on the model with 17
recommendations on the service expectations of
research impact.

MOTIVATION
Customer expectations, product performance is a
prerequisite to determine the elements or reference .
 According to the service quality gap model, consumers
assess the quality of service from the end result is that
service expectations and actual performance comparison.
 Although the importance of customer expectations on
service quality has been in many studies, and customer
satisfaction to be recognized, but on expectations in the
role of assessment in the service there are still many
research questions need to be explored.

RESEARCH PURPOSES
Studies need to define and the definition
of customer service expectations for the
different forms.
 Need to identify and understand the key
factors affecting service expectations.

THEORETICAL BACKGROUND
Customer expectations have continued to study
literature, but this part of the deal for customers
expect the most thorough most of them are in
customer satisfaction and service quality
literature.
 In the literature there is a consensus for the
customer expectations, expectations and
subsequent experiences as a standard of
comparison, evaluation of satisfaction or quality.
As for the nature of expectations, standards, or
the source is not yet reached a consensus.

THEORETICAL BACKGROUND
Expectations as the expected standard
In the main example of customer satisfaction
literature, expectations are seen as consumers
or impending transaction may be made ​in the
forecast.
 Expectations as the ideal standard
The expected structure of the customer for the
assessment of quality of service plays a key role,
and its meaning for the customer expectations in
service quality, customer satisfaction literature,
the more similar to the ideal standard in the
literature.

THEORETICAL BACKGROUND

Expect the gap in the literature
Some researchers in the customer satisfaction
survey after empirical investigation, based on
existing specifications so inconsistent, are
proposed for this area should be more research.
Expectations for the definition of the past too
broad.
The core structure of customer satisfaction and
service quality perceptions of the relationship
has to be solved.
RESEARCH METHODOLOGY
Exploratory study
Develop understanding of different forms
of customer expectations, and sources.
 Focus group interviews
Services with clients in various interviews,
the views of the service customers expect
the formation of a conceptual model.

SERVICE CATEGORIES
INVESTIGATED
Pure service than tangible products to
produce more relevant services different
expectations .
 Business customers 'expectations may be
different from the end customers'
expectations
 Experienced and inexperienced customers
have different expectations

FOCUS GROUP INTERVIEWS




Eight enterprises to participate in focus group interviews .
Three insurance companies, an auto repair company and the hotel
industry was chosen as a representative of the end customer.
An insurance company, a business equipment repair company with
a car rental company were selected to represent corporate
customers.
A total of 16 focus group interviews
Corporate customer / plain Service
Corporate customer / product-related services
Customer / product-related services
Customer / plain Service
Each part of the four, two for each of them have no experience of
the customers and the customer experience
ANALYSIS OF FOCUS GROUP
INTERVIEWS
After each interview the authors will discuss the
interview in order to facilitate the next reference,
in the process two of the observer, one who is
the moderator and record .
 In the interview process from beginning to end
to be sure the subject line .
 After all the interviews in the three authors of
the individual interviews and independently
established reference architecture, and finally
reach consensus through discussion of the
structure of this paper.

THE EXPECTED SERVICE
COMPONENT
P1：Customers assess service performance
based on two standards: what they desire and
what they deem acceptable.
P2：A zone of tolerance separates desired service
from adequate service.
P3：The zone of tolerance varies across customers.
P4：The zone of tolerance expands or contracts
within the same customer.
P5：The desired service level is less subject to
change than the adequate service level.
ANTECEDENTS OF DESIRED
SERVICE
P6：Enduring service intensifiers elevate
the level of desired service.
P7：A positive relationship exists between
the level of personal needs and the level
of desired service.
ANTECEDENTS OF ADEQUATE
SERVICE
P8：In the presence of transitory service intensifiers, the level of
adequate service will increase and the zone of tolerance will narrow.
P9：The customer's perception that service alternatives exist raises the
level of adequate service and narrows the zone of tolerance.
P10：The higher the level of a customer's self-perceived service role,
the higher the level of adequate service.
P11：Situational factors temporarily lower the level of adequate service,
widening the zone of tolerance.
P12：Two types of service quality assessments are made by consumers:
perceived service superiority, which results from a comparison
between desired service and perceived service; and perceived
service adequacy, which results from a comparison between
adequate service and perceived service.
P13：The higher the level of predicted service, the higher the level of
adequate service and the narrower the zone of tolerance.
ANTECEDENTS OF BOTH
DESIRED AND PREDICTED
SERVICE
P14：The higher the level of explicit service
promises, the higher the levels of desired service
and predicted service.
P15：Implicit service promises elevate the levels
of desired service and predicted service.
P16：Positive word of mouth communication
elevates the levels of desired and predicted
service.
P17：A positive relationship exists between levels
of past experience with a service and the levels
of desired service and predicted service.
RESEARCH IMPLICATIONS
This article provides a service for the
nature and expectations of the key factors
in a more robust framework.
 Presented in this paper through three
different levels of customer expectations
can be a clear distinction between
customer satisfaction and service quality
distinction.

FOLLOW-UP STUDY SUGGESTS
For these 17 propositions to do a more
complete empirical research
 Predict the impact on consumer
perception and expectation gap in
assessing the role of on is worth
investigating
 Companies can study how the effective
use of tolerance zones and to develop
marketing strategies would be useful

Thanks For Your Attention!!