Surprise, Anticipation, and Sequence Effects in the Design of Experiential Services

TLDR

The most salient or peak aspect of a service experience often defines customer perceptions of the service. Across two studies, the authors use a novel scenario‑based experiment to investigate how anticipated and surprised peaks influence customer perceptions of service sequences. Study 1 captures immediate reactions, while Study 2 surveys participants a week later, both employing the same scenario‑based design. Both studies confirm that a strong peak at the end of a service sequence enhances customer perceptions, with surprise peaks at the end producing the strongest and most lasting positive effects, and anticipation moderating these outcomes.

Abstract

The most salient or peak aspect of a service experience often defines customer perceptions of the service. Across two studies, using the same novel form of a scenario‐based experiment, we investigate the design of peak events in a service sequence by testing how anticipated and surprised peaks influence customer perceptions. Study 1 captures the immediate reactions of participants and Study 2 surveys participants a week later. In both studies, we find a main effect for the temporal peak placement, confirming the positive influence of a strong peak ending. When assessing the peak design strategies of surprise and anticipation, we find in Study 1 that surprise and anticipation moderate the temporal peak placement (e.g., early peak vs. late peak) on overall customer perceptions, with the surprise peak at the end of an experience yielding the strongest effect. In Study 2 we see that the remembered experience of a surprise peak positively affects customer perceptions compared to an anticipated peak regardless of the temporal placement of the peak. We also find that the infusion of a surprise peak ending has a lasting effect that amplifies the peak‐end effect of remembered experiences. Drawing on these findings, we discuss the role of surprise, anticipation, and sequence effects in experience design strategy.