Service Processes as a Sequence of Events

Peter Verhoef, Gerrit Antonides () and A.N. de Hoog

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: In this paper the service process is considered as a sequence of events. Using theory from economics and psychology a model is formulated that explains how the utility of each event affects the overall evaluation of the service process. In this model we especially account for the peak-and-end rule and negative consumer time preference. This model is tested in the context of telephone service calls in the financial service market. Our results show that both the average utility and the positive peak of the events positively affect customer satisfaction with the service call. Surprisingly, the end of the sequence has a negative effect. Theoretical and managerial implications of these findings are discussed.

Keywords: consumers; economic psychology; satisfaction; sequence of events; services (search for similar items in EconPapers)
JEL-codes: M M31 (search for similar items in EconPapers)
Date: 2002-11-19
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Citations: View citations in EconPapers (3)

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