Last impression also counts
It is important to take extra care of the start of a service experience with a customer. It sets the stage for the rest of the transaction. If -from the customer’s perspective- something goes wrong at the beginning, it will require an extra effort to recover from the fumble.
But, when something goes wrong at the end of the service encounter, it is worse because there’s no time to recover, and that will leave the strongest impression in the mind of the customer.
Check this example from Jackie Huba -at the Church of the Customer Blog- when she tried to print an airline boarding pass at a Crowne Plaza Hotel just before checkout.