The Sequence of Service: An Affect Perspective to Service Scheduling

  • Michael J. DixonEmail author
  • Liana Victorino
Part of the Service Science: Research and Innovations in the Service Economy book series (SSRI)


Research from the behavioral sciences offers many insights into how customers perceive the sequence of service and how these perceptions influence their decision-making and evaluation of the customer experience. This chapter offers a comprehensive literature review of foundational behavioral research that can help inform service scheduling practice. Topics covered include the peak effect and the following sequence effects: peak placement including an early peak versus a delayed peak, trend, spread, end, and duration. An affect perspective is taken to understand how customers respond to these different service scheduling strategies. Two studies that have examined affect-based service scheduling and applied temporal decision theory are also described to illustrate how these behavioral insights can be leveraged when scheduling the customer experience.


Sequence effects Peak effect End effect Peak placement Touchpoints 


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Authors and Affiliations

  1. 1.Jon M Huntsman School of BusinessUtah State UniversityLoganUSA
  2. 2.Gustavson School of BusinessUniversity of VictoriaVictoriaCanada

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