Consumers' Level of Expectation for Services and the Role of Implicit Service Promises

Abstract

This research attempts to understand the relationship among the concepts of consumers' expectations, their predictions about the service, and the affect of implicit service promises on shaping those predictions. The tenability of the popular SERVQUAL and Consumer Expectations of Service models based upon an ideal point standard are examined. A Revised Consumer Expectations Model is proposed where consumers' quality assessments are studied irrespective of preconceived “ideal” expectations. The consumers' level of expectations for service quality will be shown to be guided and shaped, in part, by implicit service cues. Specifically, service employees' dress, presentation, and demeanor serve as the implicit provider cues in this research. Last, the implications of understanding the impact of influencing consumer expectations of service quality prior to consumption of the service will be discussed.