Purpose-The purpose of this paper is to conceptualize,construct,refine and empirically validate a multiple-item scale for measuring customers service experience (EXQ).Design/methodology/approach-The authors present exploratory research developing a conceptualization of service experience based on a two-stage approach: initial item generation through qualitative research,initial purification of these findings through exploratory factor analysis,and validation through the use of confirmatory factor analysis and structural equation modeling.Findings-The paper conceptualizes and validates the concept of customer/service experience.In total,19 items in four dimensions of the EXQscale were identified: product experience,outcome focus,moments-of-truth and peace-of-mind.These dimensions reflect service experience perceptions.The findings support the conclusion that the service experience has a significant impact on customer satisfaction,loyalty and word-of-mouth intentions.The scale demonstrates good psychometric properties based on the variety of reliability and validity tests utilized and builds upon extant research.Practical implications-The research provides managers with the dimensions of service experience that influence purchase behavior and provides researchers with a sought-after conceptualization of service experience.Originality/value-The authors believe that this is the first empirically founded conceptualization and measurement of the service/customer experience.