在管理实践中,常常存在未经科学检验的假定、经验或习惯的做法,它们或许在指导着错误的行动或导致较低水平的效果。本文针对饭店中在顾客就餐过程后端赠送果品的普遍习惯做法提出了质疑。基于顾客情绪评价,在给出支持餐前赠送果品会带来更为积极情绪效用的事件序列偏好机制和多样性寻求行为机制理论背景下,通过实验研究加以检验。研究结果表明,饭店餐饮服务中就餐前端、就餐中间和就餐后端赠送果品产生的顾客情绪存在显著差异,在就餐前端赠送果品较之其他两种次序,顾客的愉快和惊讶情绪最高;就顾客积极情绪反应而言,饭店中顾客就餐后端赠送果品的习惯做法并不是最佳选择,餐饮服务可以考虑改变赠送果品的次序,选择在就餐前端赠送果品。本研究在服务领域探讨了事件序列的效用评价和选择理论以及多样性寻求行为机制,启示服务管理实践应强化“顾客流程”意识,科学有效地设计顾客流程来增强顾客价值感知和情绪体验。 In management practices, there are often unscientific assumptions, experiences or habits that may guide the wrong course of action or lead to lower levels of effectiveness. This article addresses the common practice of presenting gifts at the back end of a customer’s meal in a restaurant. Based on the customer emotion evaluation, we test it through the experimental research under the theoretical background of the event sequence preference mechanism and diversified behavior seeking mechanism that give more positive emotional effects when the pre-meal donation is given. The results show that there are significant differences in the customer sentiment between the front of the restaurant, the middle of the dining and the back-end of the restaurant, and the top front of the restaurant gives the fruits more than the other two orders. The customer’s happiness and surprise are the highest. In terms of emotional reactions, it is not the best choice for customers to present fruit at the back end of the dining room at a restaurant. The catering service may consider changing the order of giving fruit and choosing to present the fruit at the front of the meal. This study explored the utility evaluation and selection theory of event sequence and the seeking mechanism of diversity in the service field. It suggests that service management should strengthen the consciousness of “customer process” and scientifically and effectively design customer process to enhance customer value perception and emotional experience .