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

Abstract

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.