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The wider customers' zones of tolerance, the more willing they are to accept variations in serviceboth from the companies they currently patronize and competing companies.
The wider customers' zones of tolerance, the more willing they are to accept variations in serviceboth from the companies they currently patronize and competing companies. Therefore, superior firms might well be better off if they try to narrow customers' tolerance zones by managing customer expectations, educating customers, or otherwise demonstrating to customers the reasons why they should not tolerate lower levels of service.
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