Both these two concepts have been extensively researched in the domain of business to consumer (B2C) marketing (for service quality, refer to studies such as Bloemer, De Ruyter, & Wetzels, 1999; Parasuraman & Grewal, 2000; Kang & James, 2004; Chang, 2008), (for service experience, refer to studies such as: Carú & Cova, 2005; Berry & Carbone, 2007; Bolton, Lemon, & Bramlett, 2006; Greenwell et al., 2007; Millard, 2006; O'Donohoe & Turley, 2007). However, the domain of business to business (B2B) marketing shows a dominance of studies in service quality e.g., Brown & Swartz, 1989; Swartz & Brown, 1989; Moore & Schlegelmilch, 1994; Zeng, Yang, Li, & Fam, 2011; Sarapaivanich & Patterson, 2015; Ng, Plewa, & Sweeney, 2016; Pomirleanu, Mariadoss, & Chennamaneni, 2016; Casidy & Nyadzayo, 2017) and a much less emphasis on service experience (Biedenbach & Marell, 2010).