Study I: The Structure of the Zone of Tolerance Across Countries and Individuals

Abstract

In the consumer behavior literature expectations are discussed as a key concept to explain the formation of customer satisfaction. Special attention is paid to the different types and levels of expectations. Customer expectations cannot be considered as a precisely defined point of performance level. They might rather range from adequate or minimal tolerable to desired performance levels. Hence, a range of performance levels exists that would result in confirmation and finally, a specific level of satisfaction. The range of performance levels is defined and discussed as the ZOT.