The extent to which customers recognize and are willing to accept variation in service performance is called the zone of tolerance.
The zone‐of‐tolerance (ZOT) is an innovative concept which has attracted recent attention in the services marketing domain.
The zone of tolerance represents a wide range of service performance that a customer considers satisfactory which recognizes multiple expectation standards especially adequate and desired expectations.
Exploratory as well as the confirmatory factor analyses were used to assess measurement properties and the regression analysis was used to test the hypotheses regarding the Zone of tolerance.
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