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a new married couple, they probably have different needs, pursuing for romance and unique of the service. When it comes to an old couple, who finally retire and get time to travel, they may want comfort and quiet more than anything else. If those three group of customers choose the same travel agency and get the exactly service package with the same delivered quality, they may have a totally different evaluation for the service. That is because they have different expectations for the service, which are formed by the different personal needs.

Former experience
It is easily to understand the influence of the former experience to purchase the similar product or service on the current one. Before the judgment, all the customers have the standards to form the impression, subconsciously or purposely. The standards are mainly formed by the former experience to use the similar products or service. If the customer has a very high qualified former experience, he or she is inclined to have a high standard for the current one. As a same reason, he or she is easier to be disappointed by the moderate experience. Compared to the former extraordinary, moderate becomes the new "unacceptable".

Word-of-Mouth
Word-of-mouth can be seen as the internal communication among customers, the peer of the external communication we mentioned above. It is common and understandable for the customer to inquire the information about the product or the service before they actually buy it. And the information usually comes from the person that the customer knows in reality, in most times, friends, actually. They trust the information source. Thus they trust the information. Therefore, the opinion from others has more influence for the customer to make the decision of purchase. Especially for the service industry, such as the tourism company, the recommendation from old customer is a very effective and important way to explore new customer and gain market share.

Actual Interaction
According to the definition we mentioned above, the moment of truth is any moment that the company interacts with the customer. The interaction between customer and company can be seen as the “service encounter" (Czepiel, Solomon, & Surprenant, 1985). Service encounter is the contact the customer has with the service staff, where the supply meets the demand. However, with the increasing importance of the service industry, the customers are increasing irritated, frustrated and dissatisfied by the individual service encounters (Bitner, 1990). So it is necessary to take a closer look at the service industry with the research on moment of truth.

It can be performed by any forms of interaction with the company, which can be defined as the touchpoint in customer experience.

Touchpoint
Touchpoint, literally, is the place that the customers get contact with the company's products, services, communications, places, people, processes or technologies, no matter virtually or actually (Buttle, 2009). The moment of truth occurs at touchpoints. In this way, any interaction in any form can be a touchpoint, which mainly includes retail store, service centre, promotion activity, advertising, call and email. However, to utilize the limited resource in the company, every company need to identify the main touchpoint to gain the customer loyalty and market sh本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。