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Preference for future sequences in service experiences: Give me dessert first!

Sat, November 19, 8:30 to 10:00am, JW Marriott Austin, Floor: 3rd Floor, 309

Abstract

In some services, customers can choose to experience their own preferred portion of a series of encounters at any point. Previous research has shown that sequencing peak experience influences post-hoc evaluations; in this research we explore how a-priori sequence preferences impact evaluations and how these preferences can be altered.

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