The concept of ‗Customer Experience‘ has evolved as an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept received during the last few years, the explanation of customer experiences have remained vague and lack a thorough theoretical foundation. This paper aims to address the gap in the literature and to facilitate better understanding of the concept of customer experience and its antecedents and consequences from the consumer perspective. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literatures. Additionally, twelve hypotheses, which describe and explain the antecedents of customer experience and impacts upon brand loyalty within the service sector, are presented. The outcome of this paper adds novel perspective to the growing body of brand literature, particularly service brand and suggests directions for future research
