Question

Why would a services marketer need to understand both types of service expectations?

Answer 1

What is the difference between desired service and adequate service? Why would a service marketer need to understand both types of service expectations?Desired service is a blend of what the customer believes ‘can be’ and ‘should be’.Adequate service is the level of service the customer will accept. This represents the ‘minimum tolerable expectation’, the bottom level of performance acceptable to the customer. A service marketer would need to understand both of these terms because it plays a big part in brand perception. If the marketer wants every customer to like a business and tell his or her friends then the marketer will need to know that customers have expectations that should be met and then exceeding them.

Answer 2

It is important for a service marketer to understand both types of service since the customers look forward to a certain level of service. They form their perceptions on the services that are provided to them

Explanation:

• The services provided by a company are measured and evaluated by the customers. There are adequate level of services which are necessary to be provided to the customers. There are also some desired form of services that the customers look forward to.
• The customers form their opinion about the company from the services that are rendered to them. Therefore a service marketer should understand the both forms of services. Since it is necessary to keep the customers happy with what they desire and need.
• The companies need to to monitor their level of services in a dynamic market with a lot of competition. The services that are desired by the customers are necessary to be fulfilled since they add to the expectations of the customers and it has a lasting impact

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