Service experience is an important issue for the management of service firms in Asia, yet there lacks a thorough review of research literature in this field. In this review paper, we address two key questions from a service experience perspective: (1) what have we learned from prior research about service experience in Asia and (2) what major issues should future research in this area address. We examine these questions under seven major topics: customer/employee emotion, service employee management, service environments, customer participation, self-service technologies, service failure/recovery, and customer loyalty management. Our review offers useful insights and identifies many fruitful topics and questions for future research. © 2016, College of Management Press. All right reserved.