Management of Customer Expectations in Service Firms: A Study and a Checklist

Abstract

There has been much emphasis in recent years, both in the service quality and customer satisfactoin literature, on the need to understand customer expectations. Less attention has been given to the management of expectations. This paper reports on a recent study of expectations management practices in British service firms and offers a checklist for service firms to use in the evaluation of their expectations management practices. It also links expectations management practices to overall customer satisfaction and market share.

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