The peak–end rule in evaluating product user experience: The chronological evaluation of past impressive episodes on overall satisfaction

This study investigates the peak–end rule's applicability in evaluating the product user experience in the context of overall satisfaction with smartphone applications, a chronological evaluation of past impressive episodes with the use of applications, and the satisfaction level of each episode. The effects of the positive and negative peaks (maximum and minimum satisfaction score) and the end (satisfaction score at the most recent episode) were analyzed against the overall satisfaction in a series of episodes. Two representative groups (satisfied and dissatisfied) were surveyed regarding their satisfaction with a selected application. A correlation analysis between the variables revealed that the peaks and the end correlated with overall satisfaction. Further analysis with hierarchical multiple regression models revealed that the positive and negative peaks do not necessarily explain overall satisfaction dominantly in the regression model of this study. However, the possibility that they are related to the overall satisfaction was confirmed. In contrast, this study demonstrated the significant influence of the most recent event on the overall satisfaction level.