Surprise, Anticipation, and Sequence Effects in the Design of Experiential Services
通过两项实验研究，发现服务体验中惊喜峰值（尤其是结尾的惊喜）比预期峰值更能提升顾客感知，且惊喜峰值对记忆体验有持久增强效应。
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.