“…Voss, Gruber, and Reppel (2010) have specifically called for more research on classroom-based service encounters. While there has been some controversy as to whether education should be treated as a service with students viewed as customers (see, e.g., Bowden, 2011;Clayson & Haley, 2005;Obermiller, Fleenor, & Raven, 2005;Smith, 2013;Svensson & Wood, 2007), student satisfaction, or even delight, can create competitive advantage for the educational institution (Sukwadi, Yang, & Liu, 2011) and positively impact both student motivation (Elliott & Shin, 2002) and learning (Guolla, 1999). To our knowledge, no studies to date have recognized that when classroom encounters go well or poorly, students may not be simply satisfied or dissatisfied, but may feel the stronger emotions of delight or outrage.…”