Question

Of the two types of customer expectations, performance expectations fluctuate the most. Describe situations that might cause expectations to increase, thereby narrowing the width of the zone of tolerance for your organization’s customers. What recommendations do you provide for the organization in these situations to better enable the organization to achieve its satisfaction targets?

Answer 1

The two types of customer expectations are desired performance expectations and adequate performance expectations. Desired performance expectation is what the customer wantsand hopes to receive from the company or organization. Adequate performance expectation is what the customer is willing to accept or tolerate from the company or organization. Adequate performance expectations fluctuate the most because customer expectation levels and zones of tolerance differ. Each customer will have a different opinion of what is acceptable and what is not acceptable. Essentially, each customer’s individual preferences and desires will determine what their expectations are in each situation or experience .IKEA needs to continue to innovate new way to add more services that will enhance customer shopping experiences, such as Home delivery or personal shopping assistance. They could also implement a CRM system, which would allow them to track customer purchases and enable them to provide more specific communication that meets customers changing needs and demands. In addition, they need to focus on careful placement of their stores as they grow, whichwill enable them to open in locations that will best fit customer buying preferences, such as location near metropolitan areas and college towns, like Eugene.

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