The author&#x27;s observation that the last 2% of a transaction has a bigger impact on the customer&#x27;s perception is consistent with the peak-end rule, which is a pyschological heuristic predicting a person&#x27;s overall impression of an experience based on its most intense and last moments. Daniel Kahneman (the guy who wrote Thinking, Fast and Slow) and some others have done good research on it.<p><a href="https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Peak%E2%80%93end_rule" rel="nofollow">https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Peak%E2%80%93end_rule</a>