Final answer:
Desired service is a mix of 'expected service' and 'perceived service' which come from a customer's beliefs about potential satisfaction and are affected by the quality of available information. Imperfect or unclear information can lead to buyer's remorse or purchase avoidance.
Step-by-step explanation:
Desired service is a blend of what the customer believes to be expected service and perceived service. Expected service encompasses the anticipations and assumptions a customer holds regarding the quality and nature of the service. On the other hand, perceived service is the customer's assessment of the actual service experience.
Each purchase decision a customer makes is influenced by their belief in the potential satisfaction that a product or service will provide. This satisfaction is derived from the customer's available information, which includes their preconceived expectations and the reality of the service received. However, often the available information to both the buyer and seller may be imperfect or unclear, leading to possible buyer's remorse or hesitation in future purchase decisions.
Understanding the interplay between expected and perceived service helps businesses improve client satisfaction and reduce the discrepancies between what is offered and what is experienced, potentially increasing customer loyalty and reducing purchase avoidance due to uncertainty about the service quality.