Related to a customer’ s perception of past performance is word-of-mouth. In other words, customers frequently communicate with one another concerning their experiences with specific suppliers. At trade and professional association meetings, the subject of suppliers is a common topic of discussion among executives. Much of the discussion may revolve around supplier performance capabilities. Such discussions help form individual customer expectations. Perhaps the most important factor influencing customer expectations is the communications coming from the supplier itself. Promises and commitments made by sales personnel or customer service representatives, statements contained in marketing and promotional messages, even the printed policies and procedures of an organization represent communications that customers depend upon. These communications become a critical basis on which they form their expectations. The promise of meeting a delivery appointment or having full product availability becomes an expectation in the