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. We aim to answer following questions: 1) What kinds of contextual layers can be identified influencing service experience? 2) 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

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... iew considering research in the fields of service and relationship perspectives, likewise professional services. Findings: A framework of different contextual layers of service experience is generated that is specifically adapted to the specific context of professional business services. Originality/value: Only a limited number of studies seem to address the highly topical context of professional/knowledge-intensive business services and relationships. We 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 our study highlights the importance of understanding role of individuals in service experience, rarely emphasized in B-to-B dyadic setting. The framework also contributes to current discussion regarding service experience, and 'zooms in' to the context and its detailed levels.