(1) word of mouth communications
(2) personal needs
(3) past experience, and
(4) external communications.
21.4.2 Word of Mouth Communications
Word of mouth communication means other users’ secondary proof and is considered as a potential expectation determinant. Good recommendations create a positive
impact on expectations, while poor advertising does result in low expectations from
future customers. According to Bansal and Voyer (2000), when customers perceive
difficult choices when procuring a service, they will rely more on word of mouth to
help decide their consumption pattern.
21.4.3 Personal Needs
Durvasula et al. (1999) argue that establishing strong customer-focused relationships
requires an appreciation of particular customer needs by the company to satisfy those
requirements. Thus, expectations differ, according to features, offered or available,
and the prevalent circumstances of the individual customers.
21.4.4 Past Experience
Palmer and O’Neil (2004) think that customers rarely have a clear and open-minded
attitude when buying. In assessing a service quality, they usually rely on their
previous expertise and experience.
There are many different perceptions of customers who are influenced by their
education, experience and several other factors. For customers who are using a
service for the first-time, the notion of “quality of service” can be almost useless.
21.4.5 External Communications
External communications produce an important impact, on the perception of the
service provided, when compared to customer expectations. Zeithaml et al. (1990)
believe that if a great deal is proposed and delivered to customers, they are assumed
to have greater expectations of the service being experienced.
604
21 Quality of Infrastructure Service Delivery
(2) personal needs
(3) past experience, and
(4) external communications.
21.4.2 Word of Mouth Communications
Word of mouth communication means other users’ secondary proof and is considered as a potential expectation determinant. Good recommendations create a positive
impact on expectations, while poor advertising does result in low expectations from
future customers. According to Bansal and Voyer (2000), when customers perceive
difficult choices when procuring a service, they will rely more on word of mouth to
help decide their consumption pattern.
21.4.3 Personal Needs
Durvasula et al. (1999) argue that establishing strong customer-focused relationships
requires an appreciation of particular customer needs by the company to satisfy those
requirements. Thus, expectations differ, according to features, offered or available,
and the prevalent circumstances of the individual customers.
21.4.4 Past Experience
Palmer and O’Neil (2004) think that customers rarely have a clear and open-minded
attitude when buying. In assessing a service quality, they usually rely on their
previous expertise and experience.
There are many different perceptions of customers who are influenced by their
education, experience and several other factors. For customers who are using a
service for the first-time, the notion of “quality of service” can be almost useless.
21.4.5 External Communications
External communications produce an important impact, on the perception of the
service provided, when compared to customer expectations. Zeithaml et al. (1990)
believe that if a great deal is proposed and delivered to customers, they are assumed
to have greater expectations of the service being experienced.
604
21 Quality of Infrastructure Service Delivery