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This study aims to investigate whether frugality increases customer complaints via the mediating role of the zone of tolerance (ZOT) of quality for Shanzhai products. Additionally, the study seeks to explore how customer empathy as a boundary condition affects the relationship between the ZOT of quality and customer complaints.

Based on the purchasing data of 241 low-income customers from business-to-consumer (B2C) e-commerce and social platforms in China, hierarchical analysis was conducted in the study. Moreover, “PROCESS SPSS Macro” was used to test the mediation effect of the ZOT of quality and the moderated mediation effect with customer empathy as a moderator.

The results indicate a positive impact of frugality on customer complaints, which is mediated by the ZOT of quality. Moreover, with an increase in customer empathy, the negative effect of the ZOT of quality on customer complaints increases, and the positive influence of frugality on customer complaints, through the mediation of the ZOT of quality, also becomes stronger.

Drawing upon the principle of cognitive consistency, this study not only extends the stream of research on frugality by exploring how frugality influences customer complaints via the mediation of the ZOT of quality but also sheds new light on the research on customer empathy by exploring its moderating role in the relationship between the ZOT of quality and customer complaints.

Empirical studies investigating the antecedents of customer loyalty typically focus on satisfaction. This study aims to develop and test a more comprehensive model of the antecedents of customer loyalty, including satisfaction and inertia. In addition, this study also considers how the effects of satisfaction and inertia on customer loyalty vary with differing levels of the zone of tolerance (ZOT), and how these are likely to change due to customers' alternative attractiveness.

Hierarchical moderated regression analysis was used to test the hypotheses.

The results show that a wider level of the ZOT strengthens the positive effect of inertia on customer loyalty, while also reducing the positive effect of satisfaction. The results also indicate that the negative moderating effect of the ZOT on the relationship between satisfaction and customer loyalty will reduce as alternative attractiveness increases. In contrast, the positive moderating effect of the ZOT on the relationship between inertia and customer loyalty will reduce as alternative attractiveness increases.

This study is a first attempt to integrate the ZOT to determine the relative importance of satisfaction and inertia in determining customer loyalty. In addition, this study suggests that customers with higher perceptions of alternative attractiveness are more likely to experience changes in the influence of the ZOT on their loyalty decisions.

This study seeks to understand how elaboration and loyalty programs affect the relative importance of satisfaction and the zone of tolerance (ZOT) in determining customer loyalty to an airline service provider.

Hierarchical moderated regression analysis was used to test the hypotheses.

Customers with high elaboration rely more heavily on satisfaction than the ZOT to maintain customer loyalty. In addition, loyalty programs can decrease the effect of satisfaction on customer loyalty, but cannot increase the strength of the relationship between the ZOT and customer loyalty.

This study is a preliminary attempt to integrate the ZOT and satisfaction in determining customer loyalty in a simultaneous model. The findings suggest that there is a trade‐off between the effects of satisfaction and the ZOT on customer loyalty. Most importantly, the results provide new insights into the loyalty response with regard to dissatisfaction.

The zone‐of‐tolerance (ZOT) is an innovative concept that has attracted recent attention in the services marketing domain. The ZOT represents a range of service performance that a customer considers satisfactory, which recognizes multiple expectation standards, specifically adequate and desired expectations. This study aims to extend Zeithaml, Berry and Parasuraman's examination in 1996 of the relationship between service quality and behavioral intentions across the ZOT by heeding Teas and DeCarlo's call in 2004 to examine the relationship for specific dimensions. The study also seeks to extend outcomes to include satisfaction and value.

Exploratory and confirmatory factor analyses were used to assess measurement properties and regression analysis was used to test the hypotheses regarding the ZOT.

Consistent with several previous studies, two dimensions of service quality were identified: tangibles and process, the latter having a greater influence on satisfaction and loyalty. Contrary to expectations, the relationship between service quality and outcomes did not strengthen above or below the ZOT for any of these outcomes and was significantly weaker below the ZOT for satisfaction, loyalty and propensity to switch.

This study suggests a moderating role for the ZOT in the quality‐key outcomes relationship and implies that to maximize investments in service improvements, there should be a focus on increasing service quality beyond the adequate level, rather than seeking to develop a customer franchise by creating “delight.”

This paper aims to extend the current research on zone of tolerance (ZOT) and its antecedents, to the context of business-to-business (B2B) professional services from both client and service firms’ perspectives, with a modified ZOT framework including five client and service firms attributes as antecedents of desired (DSL) and adequate (ASL) service levels. Prior research on zone of tolerance (ZOT) and its antecedents mostly focuses on business-to-consumer services and customers’ perspective. The authors address these gaps with a modified ZOT framework with five attributes of client and service firms as antecedents of customer expectations, namely, desired service level (DSL) and adequate service level (ASL), for business-to-business (B2B) professional services.

A combination of qualitative (focus groups) and quantitative (online survey) research methods with managers of professional audit firms and their clients, using a reduced AUDITQUAL instrument with 39 items and seven dimensions.

Professional firm size and fee premium have a positive effect on DSL; service tenure positively influences both DSL and ASL; client firm size has a negative effect on DSL; both client and service firm sizes positively moderate each other’s influence on the DSL; and DSL positively influences ASL.

The authors study a single B2B professional service (audit) in a single city (Hong Kong) from a single perspective (customers) that may limit the generalizability of the findings. Future research should validate the findings for other B2B professional services in diverse locations and also include service providers’ expectations and perceptions.

Managers in professional service firms should understand the factors influencing different levels of expectations for their customers and develop suitable strategies (e.g. customer education and employee training) to manage these expectations more effectively.

The authors extend current research on customer expectations and ZOT by identifying five unique attributes of professional service and client firms and testing their roles as antecedents of adequate and DSLs using AUDITQUAL instrument.

This study compares the applicability of the zone of tolerance (ZOT) and importance performance analysis (IPA) techniques in the evaluation of convention delegates’ perceptions of products and services. Overall, 217 out of 400 were used for analysis, providing a response rate of 54%. The study results indicated that although an IPA technique is still useful in assessing the service performance of a convention facility, IPA should be employed with caution, concrete criteria, and clear goals. The study results also showed that the ZOT is practically applicable into business practice to assess service performance item by item.

This study compares the applicability of the zone of tolerance and importance-performance analysis (IPA) techniques in the evaluation of convention delegates’ perceptions of products and services. Overall, 217 cases out of 400 were used for analysis, a response rate of 54 percent. The study results indicate that although an IPA technique is still useful in assessing the service performance of a convention facility, IPA should be employed with caution, concrete criteria, and clear goals. The study results also show that the zone of tolerance is practically applicable into business practice to assess service performance item by item.

This paper seeks to investigate the overall service quality of the library system of Independent University, Bangladesh, a top‐ranked private university in Bangladesh. A survey is conducted among the library users specifically faculty, graduate, and undergraduate students.

A modified version of the SERVQUAL questionnaire was used for data collection. The gap differences between perceived and desired services were calculated and ranked which could indicate what services meet, exceed or fall short of the users' expectations. The mean values of desired service levels were ranked and compared among three groups of users. A Kruskal‐Wallis test was done to examine the differences in desired level of service quality by different groups. The method zone of tolerance was applied to find out the range between perceived and minimum service levels. Finally, the underlying dimensions of service quality were identified through exploratory factor analysis of level of desired services.

It has been revealed that perceived services were lagging behind the desired services and attributes of service quality which fall short of user perception though the gaps were not much higher. It has also been observed that there were some significant differences in desired services received by the users. The overall scenario of tolerance zone was inside the tolerable level by all users and only one attribute was problematic.

The concept of library service quality and assessment is new in Bangladesh. The author of this paper first started to study on this area among public and private university libraries. This study will no doubt encourage and foster further research in this area for the effectiveness and the better performance of academic libraries in Bangladesh.

This article evaluates how consumer expectations evolve over time and if three antecedents (negative experiences, alternative attractiveness and level of visitation) explain possible changes in expectations.

A conceptual model is structured with six hypotheses that are tested through articulated studies. First, a study with a longitudinal approach is developed and applied to a sample of students. Data collection is carried out over three periods and a latent growth model (LGM) is applied. Further ahead, another essay is developed to reexamine the moderating role of corporate image and level of visitation on the effect of negative experiences on expectations. For this, the role-playing approach is applied.

Study 1 reveals that patterns of expectations change from one service meeting to another, and these mutations are influenced by negative experiences and alternative attractiveness. Three pieces of evidence are highlighted. First, negative experiences produce contradictory and simultaneous movements in consumer expectations. Negative experiences reduce desired expectations and, at the same time, increase adequate expectations. These effects change in magnitude because of the corporate image. This confirms the moderating role of the corporate image in the relationship between negative experiences and expectations. This does not happen with the level of visitation, in which the moderating function is not sustained. The findings about moderating effects are confirmed by Study 2. Second, as customers have alternative companies, the minimum level of expectation rises. Alternative attractiveness positively impacts only adequate expectations. Third, the results do not support the relationship between the level of visitation and expectations. This reveals that more frequent customers do not necessarily have higher expectations.

This paper is the first to provide empirical results about the moderating effects of corporate image and level of visitation on the relationship between negative experiences and expectations.

The purpose of this paper is to evaluate the library service quality (LSQ) of University of Kashmir from the users’ perspectives based on the LibQUAL+ model approach.

The survey used the LibQUAL+ model to evaluate service quality (SQ) of Allama Iqbal Library (AIL), University of Kashmir, Srinagar (India). The data were collected from library users by administering the LibQUAL+ questionnaire in a printed format.

It has been revealed that AIL has succeeded in satisfying the minimum expectations of its users but could not meet the customers’ desired expectations that make them delighted. Library as Place (LP) and Information Control (IC) are the most satisfied dimensions of SQ of AIL, whereas Affect of Service (AS) is the least satisfied dimension. LP is the most desired dimension amongst LibQUAL+ dimensions. All LibQUAL+ items were found to be lying inside the zone of tolerance (ZoT). Further, “Library is secure and peaceful place for study, learning and research” (LP-21) was found as most important service item as per users’ desired expectations, while “Library staff shows dependability in handling users’ service problems” (AS-9) is marked as the least desired item.

Only a few studies have been carried out to evaluate the SQ of Indian university libraries as far as the LibQUAL+ model is concerned. Therefore, the findings of present survey will help to understand how far library has reached in satisfying users’ expectations as well as the areas or dimensions where it needs to improve.