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In this report, the service encounters has three levels of customer contacts i.e. high-contact services, medium-contact services, and low-contact services which creates part of the service as a system (Lovelock, Patterson, and Walker, 1998). It is important to also understand the framework of evaluation service encounter because it is relate closely with customer-contact and how the orientation of customer-driven orientation match with the expectation, which has been discussed in many marketing academic journals. It can be seen later in the report that one of the several factors that are known to influence customers' evaluations of the services encounters also is the role of emotion...
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