An exploratory study of a multi‐expectation framework for services

As conceptualizations of expectations in consumer evaluations continue to evolve, researchers have been exploring multiple levels of expectations in satisfaction and service quality evaluations. In 1993 Zeithaml, Berry and Parasuraman proposed that consumers use both desired and adequate expectations in service quality evaluations and a “zone of tolerance” separates these levels. This study extends the Zeithaml et al work by investigating the zone of tolerance as it relates to consumer experience with the service provider, perceived competitive choice opportunities, and the essentialness of differing service dimensions. Results indicate that consumers readily distinguish between desired and adequate expectation levels; and understanding both expectation levels is important. Although perceptions of what a firm should offer remain relatively stable, perceptions of acceptable performance vary by service dimensions and as consumers acquire experience. In comparison with the traditional SERVQUAL framework, this multiple expectation conceptualization offers service marketers the opportunity to fine‐tune resource allocations.