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The Sequence of Service

This chapter highlights the importance of considering affect-based customer evaluations of services specifically influenced by the sequence of moments or episodes within a service experience. Research from the behavioral sciences has offered many insights that shed light on how customers perceive a sequence of events and how customers make decisions. This chapter offers a comprehensive review of the foundational behavioral research related to the following service sequence effects: the peak event, peak placement, trend, spread, end, and duration. Knowledge of these sequence effects can be applied to enhance the design of customer experiences. Two examples of service design studies are presented to illustrate the impact of the sequence of service.