An important marketing metric used to evaluate how well firms perform on the five service quality dimensions is the , which refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service.

Zone of tolerance

Explanation:

Zone of tolerance with respect to a service refers to, the acceptable range to a customer, that lies between the perceived desired level of service expected and the minimum level of service acceptable.

The service which the customer anticipates or expects to be delivered by a firm is referred to as predicted service.

Customer expectations do not depict a single level of expectation, rather they follows a range of expectations. This range is represented as zone of tolerance.

If the service received lies in the zone of tolerance, the customer would be satisfied. If it is higher than the desired level, the customer would consider it exceptional.

In case the service received falls below the minimum level of acceptance, the customer would be disappointed and feel deceived or tricked.

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a manufacturer of printed circuit boards uses exponential smoothing with trend to forecast monthly demand of its product. at the end of december, the company wishes to forecast sales for january. the estimate of trend through november has been 200 additional boards sold per month. average sales have been around 1000 units per month. the demand for december was 1100 units. the company uses α = 0.20 and β = 0.10. make a forecast including trend for the month of january.