The Effects of a Change in Customer Disposition on the Zone of Tolerance: A Longitudinal Study

Abstract

The zone of tolerance is recognised in both the service quality and satisfaction literature as representing both a range of expectations and an area of acceptable outcomes in service interactions. This analysis presents hypotheses which are derived from existing literature, concerning the possible impact of a change in the “disposition of the customer”. That is whether cumulative experience has left the customer favourably or negatively disposed towards the service, and hence the impact on desired and adequate expectations and consequently the zone of tolerance. The study offers a particularly valuable insight as it is framed in a longitudinal dimension. Findings from a quantitative study suggest those who become more favourably disposed towards a service over time are likely to have significantly higher adequate expectations and a smaller zone of tolerance. Further analysis suggests that the change in the disposition of the customer is also significantly related to the change in adequate expectation standards over time.