Dynamic effects of discrete events of a service experience on global satisfaction across two instances: “hot” and “cold”

Abstract

The article demonstrastes how different moments (events) within a multiple service moments have impact to the global customer satisfaction both when measured immediately after the experience (“hot”) vs. after an extended period of time (3 weeks) (“cold”). A real life festival was organized thrice to expose different independent group of participants (n = 593). The results show that the influence of different moments of service experience on overall customer satisfaction depends on their temporal position (beginning, mid, end) & evaluation timing of customer satisfaction. The study provides insights to managers about how to manage different moments in a service experience & when to measure the overall customer satisfaction. The research also shows a framework that demonstrates the link between memorization & customer satisfaction.