1. 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 customers’ tolerance zones to reduce the competitive appeal of mediocre providers?
2. The textbook introduces multiple factors that influence customer satisfaction? Which of these factors are more important in healthcare industries? Why?