Estimating Zones of Tolerance in Perceived Service Quality and Perceived Service Value

Focuses on proposing a new method for capturing the customer′s zone of tolerance for service quality. Interprets the zone of tolerance as a kind of inertia regarding behavioural responses to disconfirmation of expectations. Gives a predicted example in which adequate and desired expectations are operationalized by conjoint analysis. Explores the relationship between expectations, service quality, and service value. Gives examples of the kinds of result which one can obtain using the proposed method.