Today, many scholars suggest that the traditional consumer goods approach to build brand equity needs to be changed for services. The objective of this research is to investigate the role of customer experience in building service brand equity. The result indicates that customer experience is linked significantly with brand knowledge, trust, propensity to switch the brand and propensity to recommend the brand to the others. Brand knowledge and trust also have a significant association with propensity to switch the brand and propensity to recommend the brand to others. The results illustrate customer experience role in building a service brand.