A door-to-door journey by public transport is a complex experience, one in which the experience of time plays an
important role (Van Hagen, 2011). The question rises whether the peak-end rule could also be applied to a journey by public transport, and what it would mean to customers with regard to the service. For an effective customer
experience of a train journey it might be relevant to create peaks at the right moment, without optimizing any
dips/ends. Memorable peak moments of a journey might be those instances that meet the strengths of the rail carrier
and where crucial customer needs are present. Only then will the customer link the (positive) experience to the
brand and will the rail carrier profit from it.