ABSTRACT
This chapter critically evaluates existing ways of conceptualizing and measuring service experiences in the tourism and hospitality industry. The chapter starts with an overview of different ways (process vs. outcome-based) of conceptualizing service experience and progresses to review the concept of service-dominant (SD) logic. This is followed by a review of current methods of measuring the service experience, including service blueprinting, service mapping and service quality. The chapter thereafter discusses the ‘overlooked’ dimensions of the service experience such as group interactions, religious criteria and spiritual dimensions amongst others. A case study on halal and service experiences is also provided. The chapter concludes with several suggestions on how to progress the service experience research agenda in the tourism and hospitality industry.
