Effectiveness of Service marketing depends on understanding ‘Zone of Tolerance’ in customers’ expectations about the marketed service. You are required to write an essay that underline the following question: how does an understanding of the ‘Zone of Tolerance’ help companies address different types of customer expectations in services marketing?

Introduction 

Underline the meaning of service marketing and the importance of improving its effectiveness.  

Customer expectations  

In this part, students are required to highlight two types of customers’ expectations (i.e. desired service and adequate service). This includes comparing and contrasting between the two types.  

Zone of Tolerance

 define zone of tolerance and then underline the main factors that play a role in their zone of tolerance. Moreover, students should explain the ways in which zone of tolerance would shift customer expectations.  

Conclusion

Summarise the whole topic.