Abstract
Customer's service expectations are a range of services between desired service and adequate service. Zone of tolerance between desired service and adequate service can either be reduced or be expanded for a customer. Therefore, marketers must not only understand the size of the area and boundaries of zone of tolerance, but also know when and how changes of the zone of tolerance for a given customer. In this paper three problems are studied: when do customers tend to reduce the impact of the negative service quality? When do customers tend to enlarge the impact? When do customers tend to filter the negative impact?
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