Service experiences often unfold over a series of consumption episodes, yet customer perceptions of these experiences are often treated as static events. This prevents a good understanding of the impact of consumption stage on service perceptions. Prior research reveals little about the variation in the salience of service quality attributes between novice and longer-term customers, especially in terms of contribution to overall service quality perceptions or about the effect of service quality and service satisfaction on behavioral intentions across consumption stages. This study examines these issues using cohort analysis within the context of ongoing health care services. Results indicate that the contribution of attributes to overall service quality differs across novice and longer-term customer cohorts, as does the interrelationship of service quality, satisfaction, and behavioral intentions. These findings have important implications for managing service processes, improving service provider performance, and enhancing customer service.