The purpose of this paper is to use a longitudinal analysis of the zone of tolerance to reconcile the growing divide between the acceptance of the theoretical model and the lack of empirical support for it.
A combination of simple linear regression and piece‐wise regression is used on a data set of 699 observations of a training program from the telecommunications industry.
This study demonstrates that the zone of tolerance model is a significantly better predictor of changes in customer satisfaction than the traditional linear model. Furthermore, the study supports early zone of tolerance propositions regarding the effect of negative quality perceptions.
The findings of this study resolve the apparent disconnect between the acceptance of the zone of tolerance theory and the lack of empirical research support for it.
By demonstrating that customers are willing to accept some heterogeneity in service delivery, this research demonstrates to practicing managers that they do not need to micro‐manage service delivery. Furthermore, by validating an early zone of tolerance proposition regarding the relative magnitude of the effect of poor service quality, this research shows the importance of preventing service failures.
This research is the first to use a longitudinal methodology to investigate a growing research stream, namely, the zone of tolerance theory. This unique methodology allows us to explain the apparent divide between the conceptual theory and previous academic research.
