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

• In Event: SERVICE SYSTEMS: Application of Hospitality-Driven Experience Design in Healthcare

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.

Authors

• Eric Wodrich, Ivey Business School

• Michael J. Dixon, Ivey Business School

• Liana Victorino, University of Victoria