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.

consumers, economic psychology, satisfaction, sequence of events, services
Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31)
Erasmus Research Institute of Management
ERIM Report Series Research in Management
Copyright 2002, P.C. Verhoef, G. Antonides, A.N. De Hoog, This report in the ERIM Report Series Research in Management is intended as a means to communicate the results of recent research to academic colleagues and other interested parties. All reports are considered as preliminary and subject to possibly major revisions. This applies equally to opinions expressed, theories developed, and data used. Therefore, comments and suggestions are welcome and should be directed to the authors.
Erasmus Research Institute of Management

Verhoef, P.C, Antonides, G, & de Hoog, A.N. (2002). Service Processes as a Sequence of Events (No. ERS-2002-105-MKT). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from