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Operational Design of Expectation Management for Services

In: Quality Management for Services

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  • Manfred Bruhn

    (University Basel)

Abstract

In addition to the service perceived by the customer, customer expectations form a second decisive determinant of perceived service quality. Therefore, it is not only the task of a comprehensive service quality management system to control the quality of the services provided. Rather, the customer-side expectations also form a decisive control variable for the management of service quality. Accordingly, this chapter provides a consideration of the tasks of a so-called expectation management. In addition, the most important influencing factors on customer expectations are analyzed. Based on this, a measurement and control of customer expectations is possible. The approaches discussed in this context are distinguished by direct (e.g. guarantees) and indirect (e.g. service promises) measures of “expectation management” and presented in detail.

Suggested Citation

  • Manfred Bruhn, 2023. "Operational Design of Expectation Management for Services," Springer Books, in: Quality Management for Services, chapter 0, pages 267-286, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-67032-3_7
    DOI: 10.1007/978-3-662-67032-3_7
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