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1 

Understanding expectations. The SERVQUAL framework can be used with market 

research and benchmarking of other sites (as described in Chapter 12), to understand 

customer requirements such as responsiveness and empathy. Scenarios can also be used to 

identify the customer expectations of using services on a site.

2 

Setting and communicating the service promise. Once expectations are understood, 

marketing communications can be used to inform the customers of the level of service. 

This can be achieved through customer service guarantees or promises. It is better to 

 under-  promise than  over-  promise. A book retailer that delivers the book in two days 

when three days were promised will earn the customer’s loyalty better than the retailer 

that promises one day, but delivers in two! The enlightened company may also explain 

what it will do if it does not meet its promises – will the customer be recompensed? The 

service promise must also be communicated internally and combined with training to 

ensure that the service is delivered.