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...

This study examines how the collective customer value experience forms within the buying centre in professional service business relationships. By relying on existing literature on buying centres and customer value creation, through a qualitative case study, we have empirically examined the...