The document discusses key concepts for understanding customer needs and delivering excellent customer service. It describes how customer expectations are formed based on past experiences and how companies can exceed expectations to increase customer satisfaction. It emphasizes the importance of understanding customer needs, being customer-centered, and delivering superior value in order to build credibility and a good reputation.
32. Figure 4.14 Adequate performance satisfies the customer Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46–61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.
33. Figure 4.15 Using enhancers to delight the customer Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.
34. Figure 4.16 A dissatisfying outcome Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.
35. Figure 4.17 Enhancers compensate for failure Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.
36. Figure 4.18 Dissatisfaction shifts the zone of tolerance Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.
37. Figure 4.19 Delight shifts the zone of tolerance Adapted from Johnston, Robert (1995) ‘The zone of tolerance: exploring the relationship between service transactions and satisfaction with the overall service’, International Journal of Service Industry Management , 6 (2)46-61. Reprinted by permission of Emerald Group Publishing Limited, www.emerald insight.com/ijsim.htm.