Method for analyzing sequential services using EEG: Micro-meso analysis of emotional changes in real flight service.

Capturing customers' emotional changes in sequential service should be realized using physiological measurements to assess customer delight. Questionnaire-based customer surveys may miss significant and dissipating emotional responses. This study developed a micro‑meso analysis method of capturing emotional changes for sequential service using electroencephalograph (EEG) measurement, dealing with both service encounters (micro-level) and servicescape (meso‑level) over a couple of hours.