Determinants of Customer Expectations of Service: Implications For Fostering Customer Satisfaction
This conceptual paper aims to identify the key determinants of customer expectations of service (CEOS), which serves as the basis for fostering customer satisfaction. The literature review of customer expectations of service is mainly based on the theories by Kotler (2002); Buttle (2004, 2008); Miller (1997); Oliver (1997); Parasuraman, Zeithaml, and Berry (1985, 1988, 1991, 1994); and Zeithaml, Berry, and Parasuraman (1993). Literature on the classification, levels, and determinants of CEOS is synthesized, which is followed by the presentation of the significance of identifying the determinants of CEOS in enhancing customer satisfaction. The paper comprises three main sections: (1) Features of service and service quality, (2) Concept and types of customer expectations of service, and (3) Implications for fostering customer satisfaction.
Keywords- Determinants, Customer Expectations, Service, Customer Satisfaction.