1. Customer demand

Customer demand is an uncontrollable factor of an enterprise. The ever-changing customer demand, different consumption habits and preferences determine the great influence of this factor on the expected service quality.

2. Comparison of experience

Comparison of experience means that a consumer will compare the service he has experienced with the service he has experienced in a competitor, and compare the service he feels today with the service he enjoyed before. If your service is worse than the service he enjoyed before or in a competitor, he will decide that the service is not good. And customers always want better service than he imagined.

3. Image and word of mouth

The relationship between corporate image and service quality. The influence of this corporate image on service quality is precisely through the psychological factor of customer expectation. Because high image will bring high expectations to customers and high tolerance at the same time. The two are opposite and unified. The service image of McDonald's is very good, so we have high expectations for him, hoping to enjoy the unique service level in McDonald's, which in fact puts forward higher requirements for enterprises and also urges enterprises to continuously strengthen the management and innovation of service quality.

4. Environmental factors

Environmental factors are also important factors that affect customer expectations. Customers' expectations are often different in different countries, different nationalities, different regions, different cultures and different times. Therefore, under the consistent service concept, the adaptability and decentralized management of this service are particularly important.

5. Service commitment

Service commitment is another important factor that affects customer expectations. Service commitment, also known as service guarantee, is a kind of customer-oriented, customer satisfaction-oriented, and promises some service items to customers before the sale of service products to arouse their goodwill and interest. Extended information

The following measures can be taken to implement the service commitment system:

Set high standards. It can be an unconditional satisfaction guarantee, or it can be a standard guarantee for individual services such as delivery time. The advantage of unconditional guarantee is that no matter how time changes, the customer's expectation can be consistent with the actual service.

pay a considerable compensation price. No matter what guarantee is put forward, the compensation cost must be of considerable significance, so as to attract disgruntled customers to take the initiative to complain, effectively save disappointed customers and stimulate enterprises to remember the lessons of failure. An anodyne guarantee is no guarantee.

special cases are handled specially. An employee of a restaurant in Boston, USA, took a free meal voucher to compensate the other party after the food poisoning of the guests, which seriously offended the guests. It is conceivable that if the restaurant wants to get back together with these angry guests, it needs something more meaningful than free meal coupons. At this time, it should inform the higher-level supervisors to deal with it at any time. On the one hand, they can take appropriate measures, and they can take this opportunity to actually understand the misfortunes suffered by customers.

provide a concise guarantee. The service guarantee of an enterprise must be concise and let customers know at a glance.

Baidu encyclopedia-service expectation