What is the difference between desired service and adequate service? Why would a service marketer need to understand both types of service expectations?

Review and answer questions 1, 6, and 10 on pages 72 and 73

1. What is the difference between desired service and adequate service? Why would a service marketer need to understand both types of service expectations?

6. Consider a small business preparing to buy a computer system. Which of the influences on customer expectations do you believe will be pivotal? Which factors will have the most influence? Which factors will have the least importance in this decision?

10. Intuitively, it would seem that managers want their customers to have wide tolerance zones for service. But if customers do have these wide zones of tolerance for service, is it more difficult for firms with superior service to earn customer loyalty? Would superior service firms be better off to attempt to narrow customers’ tolerance zones to reduce the competitive appeal of mediocre providers?

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