As a service dimension increases in importance, a consumer's zone of tolerance _____ and his or her desired and adequate service levels _____.
A) Narrows; increase
B) Widens; increase
C) Widens; decrease
D) Narrows; decrease

Question

Quizplus · Accepted Answer

As a service dimension becomes more important, the consumer's expectations for that dimension also increase. Therefore, their desired and adequate service levels will also increase. However, their zone of tolerance, or the range of acceptable service levels, will narrow because they have higher expectations for that particular dimension.

As a Service Dimension Increases in Importance, a Consumer's Zone