4.2. Expectations
Researchers agree that, undoubtelly, expectations play significant role in the conceptualization of service quality. "...understanding customers service quality expectations is the key to delivering service quality". But, there are many problems in operationalization of this service quality aspect. Carman [10] made the difference between theoretical and practical standpoint. According to Carman, from a theoretical standpoint, it is reasonable to expect that perceptions of quality are influenced by expectations. From a practical standpoint, Carman continued, the procedure is even less desirable: "Can a retailer really expect a
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customer to complete an expectation battery when coming in the door and then complete the perceptions battery at the end of the service encounter? We think not were unable to find a service setting where this was practical", stated Carman.