Type of Expectation Descriptive Example Typical Situations Expectation Range Ideal Expectations “Everyone says this is the best laptop on the market. Parasuraman, “The Nature of Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, 21 (January 1993), 1–12. Myers, Measuring Customer Satisfaction (Chicago, IL: American Marketing Association, 1999) Valarie A. EXHIBIT 10.6 Range of Customer Expectations Source: Adapted from James H. Depending on the severity of the performance level, customers may go beyond dissatisfaction to become frustrated or even angry.
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