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Expectations and service encounters

Unit 3: Customer Perceptions and Expectations of ServicesTopic 2 of 2
Browse the Fundamentals of Services Marketing syllabus

Fundamentals of Services Marketing

10 units
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What the syllabus expects

  • Concept of customer expectations and factors influencing customer expectations
  • Service encounter and moment of truth
  • Management of customer service expectation

Expectations and service encounters

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 3: Customer Perceptions and Expectations of Services

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

  • Explain the scope and key elements of expectations and service encounters.
  • Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

  • Concept of customer expectations and factors influencing customer expectations
  • Service encounter and moment of truth
  • Management of customer service expectation

Detailed Microsyllabus

  1. Expectations

    1. Explain desired and acceptable service expectations.
    2. Identify personal needs, past experience and external communication influences.
    3. Discuss variation across customers and situations.

  2. Encounters

    1. Explain service encounters and moments of truth.
    2. Map important contact points in the customer journey.
    3. Assess employee, process and environment contributions.

  3. Expectation management

    1. Make accurate promises and communicate service limits clearly.
    2. Prepare staff and support consistent delivery.
    3. Handle failures and feedback to rebuild confidence.

Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.