Customers generally accept 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 dose 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