Customer expectations refer to the beliefs and assumptions that customers have about a product or service before they make a purchase. These expectations can be shaped by previous experiences, marketing messages, and recommendations from others. Customers often anticipate certain levels of quality, service, and value based on these influences. Meeting customer expectations is crucial for businesses, as it can lead to customer satisfaction and loyalty. When a company delivers on its promises, it builds trust and encourages repeat business. Conversely, failing to meet these expectations can result in dissatisfaction and negative reviews, impacting a company's reputation and sales.