1. GROUP DISCUSSION
ZONE OF TOLERANCE

2. ZONE OF TOLERANCE
 Difference between adequate level of expectation
and desired (wish) level of expectation.
 Zone of Tolerance is the zone in which customers
do not notice any gaps in service performance.
 Zone of Tolerance is the extent to which customers
recognize and are willing to accept variations in
service

3. ZONE OF TOLERANCE
 Narrow FOR most critical aspects of Service

4. GROUP DISCUSSION
 INTUITIVELY IT WOULD SEEM THAT MANAGERS
WOULD WANT THEIR CUSTOMERS TO HAVE WIDE
TOLERANCE ZONES FOR SERVICE. BUT IF
CUSTOMERS DO HAVE THESE WIDE ZONES OF
TOLERANCE FOR SERVICE, IS IT MORE DIFFICULT
FOR FIRMS WITH SUPERIOR SERVICE TO EARN
CUSTOMER LOYALTY ?
 WOULD SUPERIOR SERVICE FIRMS BE BETTER
OFF TO ATTEMPT TO NARROW CUSTOMER’S
TOLERANCE ZONES TO REDUCE THE
COMPETITIVE APPEAL OF MEDIOCRE SERVICE
PROVIDERS ?