By expecting the results to be obtained from the product/service is, get beyond. As a result, the customer receives a new experience and very satisfied.
Expect the results to be obtained from the product / service to a certain extent. But there have been more than one level. As a result, direct customers to get new experiences. And are more satisfied.
The expectation of the consequences of the product / service level. But be more than another level. Contribute directly to customers to experience a new and more satisfaction.