Customers hold different types of expectations about service, the highest types of there are desired service and adequate service. Desired service is the level of service the customer hopes to receive. It is a combination of what customers believe "can be" and "should be" The expectations signal the level of customer hopes and wishes and belief that they may be fulfilled, thus failure to meet these expectations may result to customers cutting down on purchase. Customers generally accepted that the service would not always be performed according to their expectations and this is formerly known as adequate service. Adequate service is the level of service that customers will accept. Though customers' hopes and wishes may still be high, they however have a certain level of understanding in cases where receiving desired service does not seem possible at all. For example customers are used to the self-service approach used in supermarket and therefore have certain levels of understanding or tolerance towards food retailers' service delivery. (Source: International Journal of Research In Social Sciences, Sept. 2013. Vol.3, No.1, please.97)