The zone of tolerance is an important marketing metric used to evaluate the performance of firms on the five service quality dimensions.

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The zone of tolerance refers to the range of acceptable differences between a customer's expectations and their perceptions of the actual service delivered. It is considered an important metric in service quality evaluation and can help firms identify areas where they need to improve their performance on the five dimensions of service quality: reliability, responsiveness, assurance, empathy, and tangibles.

The Zone of Tolerance Is an Important Marketing Metric Used