Management of Customer Expectations

Management of Customer Expectations

They form service expectations from many sources, such as past experiences, word of mouth, and advertising. In general, customers compare the perceived service with the expected service.67 If the perceived service falls below the expected service, customers are disappointed. Successful companies add benefits to their offering that not only satisfy customers but surprise and delight them.
Delighting customers is a matter of exceeding expectations.
The service-quality model highlights the main requirements for delivering high service quality.69 It identifies five gaps that cause unsuccessful delivery:
1. Gap between consumer expectation and management perception—Management does not always correctly perceive what customers want. Hospital administrators may think patients want better food, but patients may be more concerned with nurse responsiveness.
2. Gap between management perception and service-quality specification—Management might correctly perceive customers’ wants but not set a performance standard. Hospital administrators may tell the nurses to give “fast” service without specifying it in minutes.
3. Gap between service-quality specifications and service delivery—Employees might be
poorly trained, or incapable of or unwilling to meet the standard; they may be held to conflicting standards, such as taking time to listen to customers and serving them fast.
4. Gap between service delivery and external communications—Consumer expectations are affected by statements made by company representatives and ads. If a hospital brochure shows a beautiful room but the patient finds it to be cheap and tacky looking, external communications
have distorted the customer’s expectations.


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