in the servicizing economy, service evaluation is a serious issue for enterprises and customers. Applying evaluation criteria for products would not fit to service due to its unique characteristics. for example, customer's evaluation for service highly depends on an individual literacy, expectation, situation, etc. that are basically time-variable. However, existing evaluation models for service do not consider such dynamic aspects. in this paper, we propose a new dynamic evaluation model of customer expectation and satisfaction. The proposed model has two features to come up with the problem. One feature is to introduce learning process of customer expectation, e.g. overestimation, underestimation, etc. The other feature is to analyze changing behaviors of customer satisfaction, with the concepts of novelty and familiarity. With the analysis of questionnaires, we found that the dynamic model can distinguish the satisfaction that comes from the match to customer's expectation, with the satisfaction that comes beyond the expectation. As a consequence, we will be able to provide more detailed strategy to increase service productivity and service quality. © 2011 IEEE.