The aim of this article is to propose a framework for a new perspective on the total service experience, which dimensions influence it, and how a service experience is linked to value in use.
The article is conceptual and suggests a new theoretical frame of reference describing value in use through service experience in technology‐based services.
According to this article, a service experience is the total functional and emotional value of a consumed service. The service experience is unique to every individual customer and the service consumption situation. Value in use is the cognitive evaluation of the service experience.
The framework is discussed in the context of technology‐based services and will provide a basis for future research. Empirical studies are called for concerning service experiences in different kinds of service contexts.
This article contributes a new framework, illustrating the service experience, which dimensions influence the service experience, and how it is linked to value. The framework is placed in a context of technology‐based services. Unique to these kinds of services is a lack of personal interaction between the service producer and the customer.
