Generally, the factors that determine customer expectations include personal needs, past experience, recommendation by word of mouth, and advertisements. Zeithaml, et al. (1993) conducted a special study in the service sector and suggests that the expectations of the customers of the quality of a service is formed by the following factors:
1. Enduring Service Intensifiers
This factor is a factor that is stabildan encourage customers to increase the sensitivity of the services. These factors include the expectations caused by others and one’s personal philosophy of service. A customer would expect that he should be well served if other customers are also served by service providers. In addition, the philosophy of the individual (eg, a bank customer) on how to provide proper care will determine his hopes on a bank.
2. Personal Needs
One feels the need for fundamental welfare is also very decisive hopes. These needs include physical, social, and psychological.
3. Transitory Service Intensifiers
This factor is the individual factors that are temporary (short-term) that increases the sensitivity of customers to service.
4. Perceived Service Alternativies
Perceived Service Alternatives is the customers’ perception of service levels or degrees of other similar companies. If consumers have a number of alternatives, then the expectation of a service are likely to be even greater.
5. Self-Perceived Service Roles
This factor is the customer’s perception of the level or degree of involvement in influencing the services it receives. If the consumer is involved in the process of providing services and services that occurred was not so good, then the customer can not put the blame entirely on the service provider. Therefore, the perception of the degree of involvement will affect the level of services / service that is willing to receive.
6. Situational Factors
Situational factors consist of all possibility of bias affecting the performance of services, which are beyond the control of the service provider. For example, at the beginning of the month is usually a crowded bank met its customers and this will cause a customer to be relatively long wait. For a time, the client akin lowered minimum service level that are willing to receipt because it was not the fault of the state of the service provider
7. Explicit Service Promises
This factor is a statement (personal or non-personal) by the organization of services to pelnggan. This promise can be advertising, agreement, or communication with the employees of the organization.
8. Implicit Service Promises
This factor concerns the instructions relating to the service, for customers that provide conclusions about how the service should be and who will be given. The instructions provide an overview of these services includes the cost to obtain it (the price) and tools supporting services.
Customers typically connect price and equipment (tangible assets) support services with quality of service. The high price was positively associated with high quality. For example, public transport vehicles that are old and dirty deemed only suitable for people under the more concerned at the purpose of arriving at the convenience when traveling.
9. Word of Mouth (Recommendations / suggestions from other people)
Word-of-Mouth is a statement (personal or non-personal) that disampaiakn by someone other than the organization (service provider) to the customer. Word-of-Mouth is usually quickly accepted by the customer
Because they are present it is believed that, like the experts, friends, family, and media publications. In addition, Word-of-Mouth also quickly accepted as a reference because the customer service is usually difficult to evaluate services that have not been bought or have not felt alone.
10. Past Experience
Past experience includes the things they have learned or known customers from ever received in the past. This customer expectations evolve over time as more and more information (non-experience information) received by customers and increasing customer experience. In turn, all of this will affect the perceived level of customer satisfaction.