Overview and aim Because the choice process for services is inherently risky with many unknowns, the experience itself often dominates the evaluation process... All services are experiences – some are long in duration and some are short; some are complex and others are simple; some are mundane, whereas others are exciting and unique (p. 36). From the customer’s point of view the most vivid impression of service occurs in the service encounter or ‘moment of truth’, when the customer interacts with the service firm. The linking of these moments ... More