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Addressing Variations in Customer Expectations

For this assignment you will need to read the following articles:

Calvert, P. (2001) 'International Variations in Measuring Customer Expectations', Library Trends, 49 (4) pp. 732-757, [Online]. Available from:
http://www.ideals.illinois.edu/bitstream/handle/2142/8376/librarytrendsv49i4l_opt.pdf?sequence=1
(Accessed: 11 December 2009).

After you have read the article, complete the following:

Evaluate whether the variations in customer expectations that may exist throughout the world can be analysed and managed by using the SERVQUAL model and also whether the gaps model of service quality can be used to create and manage customer expectations in a global context. Then address whether these models would be useful considering what you know of customer expectations in your region or country. You may need to do additional research to learn about customer expectations in the region or country you choose. You are especially encouraged to include references which you find in contemporary sources and the online library in support of your analysis.

Solution Preview

The attached document provides a solution to the case described above. It is by no means intended as a homework or assignment completion.

The SERVQUAL method of evaluation is useful in many contexts, for evaluating and identifying
gaps in customer expectations as opposed to the service an organization actually provides. Libraries
serve the public in many different ways and therefore, must meet customer expectations on some
level, even though most of the services they provide are free. It is true that service expectations will
vary from one culture to another, in terms of services a library offers. However, even within cultures
services customers desire most may vary from one customer to another.
Some patrons may visit the library for resources that bring enjoyment. They may desire books,
movies, and music they find appealing. Others may visit the library to conduct research related to
school or work. They will desire scholarly resources related to specialized topics. Though the type of
media customers look for may be different, there are some similar features all library customers are
likely to find desirable. They want to find the materials they desire easily, without spending too much
time searching for them. This is particularly true for those who require research materials and who may
have an extensive list of requirements. Therefore, measures of service should consider features that
both types of patrons will desire. In China few students have a ...

Solution Summary

The expert addresses variations in customer expectations.

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