The interaction between expectations and actual product performance produce either
satisfaction or dissatisfaction. However, there does not appear to be merely a direct relationship
between the level of expectations and the level of satisfaction. This study aims to explore
consumer emotions in both positive and negative service experiences.
As a result, using the critical incident technique, this study identifies and classifies the
different types of emotions perceived by the end-users based on their own personal critical
experiences in the past, both positive and negative, regarding the service encounters.