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To address the need for students to better comprehend process management concepts in an undergraduate-level operations management course, we proposed and examined the effectiveness of an experiential learning activity, the Service Process Observation Exercise (SPOE). Analyzing exam results following the activity, we found that the students who participated in the SPOE scored 5.3% higher than students who did not participate on items measuring knowledge of process management concepts. No differences were found on items measuring the knowledge of other concepts covered in the course.