Not only the organization needs empirical data but also they need a model to understand how to integrate service
quality and experience economy concepts to discover the customer’s behavioural intention to select a service
provider. The purpose of this conceptual paper are to critically review and identify the gaps in current literature
on service quality and experience economy, building relationship between functional quality; technical quality;
experience economy towards customer’s behavioural intention in selecting a broadband internet service operator
when service quality and consumer’s perception play as a mediating variable. The proposed conceptual
framework assist broadband internet service providers to understand how technical and functional quality; peak
experience can contribute to understand the consumer’s behavioral intention in selecting a broadband service
operator’s services. In addition this paper presents an analysis in various aspects of service quality and
experience economy and come up with a conceptual framework which may value to researchers in consumer
behavior field and mangers in marketing field to provide better service quality to the end users.