This research proposes a novel notion called “service experience optimism (SEO)” by combining the perception of positive and negative dimensions. There are two goals for this research; first one is to propose a novel model named “service experience optimism” to quantify the value of service experience. The second goal is to help firms adjust service operations based on customer perception. There are three positive factors and two negative factors to assess the value of a service experience, we use multi attribute utility theory (MAUT) to calculate the utility which customer feel at the service experience. The contribution of this research is SEO provide a concrete value of the perception of service experience to customer, and let customer to evaluate if the service is worth to go again.