Designing services and experiences for enhanced customer value: The role of peak pleasure/pain sequence, anticipation, and surprise
Speaker: Rohit Verma, PhD, Provost, Professor, College of Business and Management (Joint research with Prof. Mike Dixon, Utah State University and Prof. Liana Victorino, University of Victoria) The most salient or “peak” encounter (either pleasure or pain) often defines customers’ perceived value (or utility) of a service or an experience. Past research suggests that the […]