Understanding customers' service experience: review and research propositions

In the changing business environment, customers' service experience has become a new dominant logic that drives the service businesses, and inspires service providers to design, offer, evaluate and measure memorable service experience. Offering products or services alone is no longer enough, organisations must provide their customers with satisfactory service experiences, by orchestrating all the clues that customers detect in the service consumption and engage customers to sense, feel, think, act and relate to organisations service package and brand. This paper presents in-depth review of literature on offering service as experience. It focuses on service contexts, research focus, constructs and realms of service experience explored, main research issues raised. This study proposes a set of propositions that relates service encounter, employees' service behaviour, servicescapes, service delivery and customer service experience.