Value in use through service experience

Purpose 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. Design/methodology/approach The article is conceptual and suggests a new theoretical frame of reference describing value in use through service experience in technology‐based services. Findings 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. Research limitations/implications 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. Originality/value 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.