The Roles of Customer Expectation and Emotion in Service Experience

This research advanced the development for a theoretical framework of service experience in Service Science discipline. Service experience is composed of a series of complicated services and influenced by many factors. Customer psychological status is the important one to be investigated. Accordingly, we proposed a theoretical framework of service experience based on the perspectives of customer expectation and emotion. Good customer expectation management for service providers will increase the opportunity of customer satisfaction of service experience. In order to ensure that customers can have positive behaviors and responses during service experience delivery, developing an atmospheric service context to generate positive customer emotion is also important. Three hypothetical propositions are provided to illustrate the theoretical framework o