What are customer expectations?
Customer expectation plays a key role in customers' cognition of products or services. Customers evaluate the quality of products or services by comparing the expected quality with the experience quality. Whether expectation is consistent with experience becomes a decisive factor in evaluating the quality of products or services. Expectation, as the standard of comparative evaluation, not only reflects what customers believe products or services will happen (prediction), but also reflects what customers hope products or services will happen (desire).