Service Processes as a Sequence of Events

29 Pages Posted: 18 Jan 2003

See all articles by Peter C. Verhoef

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Gerrit Antonides

Wageningen University

Arnoud N. de Hoog

MeesPierson, Amsterdam

Date Written: 19 2002, 11


In this paper the service process is considered as a sequence ofevents. Using theory from economics and psychology a model isformulated that explains how the utility of each event affects theoverall evaluation of the service process. In this model we especiallyaccount for the peak-and-end rule and negative consumer timepreference. This model is tested in the context of telephone servicecalls in the financial service market. Our results show that both theaverage utility and the positive peak of the events positively affectcustomer satisfaction with the service call. Surprisingly, the end ofthe sequence has a negative effect. Theoretical and managerialimplications of these findings are discussed.

Keywords: sequence of events, services, satisfaction, economic psychology, consumers

JEL Classification: M, M31

Suggested Citation

Verhoef, Peter C. and Antonides, Gerrit and de Hoog, Arnoud N., Service Processes as a Sequence of Events (19 2002, 11). Available at SSRN:

Peter C. Verhoef (Contact Author)

University of Groningen - Department of Marketing & Marketing Research ( email )


Gerrit Antonides

Wageningen University ( email )

+31.317.483897 (Phone)

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Arnoud N. De Hoog

MeesPierson, Amsterdam

P.O. Box 243
1000 AE Amsterdam

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