Intuitively, it would seem that managers want their customers to have wide tolerance zones for service. But if customers do have these wide zones of tolerance for service, is it more difficult for...

Intuitively, it would seem that managers want their customers to have wide tolerance zones for service. But if customers do have these wide zones of tolerance for service, is it more difficult for firms with superior service to earn customer loyalty? Would superior service firms be better off to attempt to narrow customers’ tolerance zones to reduce the competitive appeal of mediocre providers?