ähmane ootus – klient ei tea, mida oodata teenusepakkujalt. Ta võib tunda, et miski on valesti või tunneb millestki puudust, aga ei suuda seda tunnet sõnastada. Klient saab aru, et teenus peaks paranema, aga samas ei oska ta välja tuua, mis täpsemalt muutuma peaks
it is important that the service providing company help the customer with the fuzzy expectations in order to make them explicit. It is important for the company to understand the expectations of the customers and it is good if the company can provide guidelines to employees that meet the customers in order to train them to find out what needs and expectations the customers have
