Contextual layers of service experience in professional business services

Purpose This study provides us with new knowledge in the form of conceptual framework of the contextual layers of service experience within professional business services. This study aims to answer the following questions: What kinds of contextual layers can be identified influencing service experience? How specific characteristics of professional service context may influence customer experience at these different layers? Design/methodology/approach The framework is based on extensive literature review considering research in the fields of service and relationship perspectives, likewise professional services. Findings The framework is based on extensive literature review in the fields of service and relationship perspectives, likewise professional services. Originality/value Only a limited number of studies seem to address the highly topical context of professional/knowledge-intensive business services and relationships. The authors tie the discussion concerning different contextual layers of service experience to this specific operating context with the aim of identifying their importance and influence in service experience. Related to this context, this study highlights the importance of understanding role of individuals in service experience, rarely emphasized in B2B dyadic setting. The framework also contributes to current discussion regarding service experience and zooms in to the context and its detailed levels.