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The Influence of Preencounter Affect on Satisfaction with an Anxiety-Provoking Service Encounter

Oklahoma State University

Amna Kirmani

Southern Methodist University

Although researchers have considered how postencounter affect influences satisfaction with services, little is known about the influence of preencounter affect on consumer responses to a service encounter. In this article, the authors investigate the effects of preencounter fear and joy on service expectations and postencounter responses (i.e., affect, performance perceptions, and satisfaction) in anxiety-provoking service encounters. In a longitudinal field study, they demonstrate that preencounter fear decreases expectations of a service encounter and increases satisfaction with the service provided. Preencounter joy increases post-encounter consumer evaluations of a service provider’s performance. The implications of these findings are discussed for service marketing theory and practice.

Journal of Service Research, Vol. 1, No. 4, 333-346 (1999)
DOI: 10.1177/109467059914005


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