Customer Value Co-creation Intention, Practices, Co-destruction and Experience in Self Service Technologies
Journal of Scientific Research and Reports · pp. 12–26 · Published 29 May 2021
10.9734/jsrr/2021/v27i430375Abstract
Many service encounters are moving from traditional physical interfaces to technologically incorporated self-service options. However, it is surprising that very limited extant literature is devoted to understanding the movement towards self-service technologies. Therefore, this study aims at understanding customer value co-creation intention, practices including both the value co-creation and co-destruction and their co-creation experiences in self-service technology context. Based on the positivistic approach, a quantitative study carried out distributing self-administered questionnaires to 600 individuals chosen based on a non-probabilistic convenience sampling method. Study found that customer value co-creation intention has significant positive effects on customer value co-creation practices and significant negative effects on customer value co-destruction in SSTs. Value co-creation practices show a strong positive effect on customer functional experiences and ‘positive emotional experiences’ while having a negative effect on ‘negative emotional experiences. In contrast, co-destruction shows inverse relationships. This study assists practitioners to understand why customers collaborate with SSTs, what they do in co-creating value and how this links with their experience. Service providers can use this understanding to facilitate customer co-creation by securing positive customer experiences and achieving competitive advantage by designing and delivering value enhancing self-service technological interfaces from both strategic and operational perspectives.
References (69)
- 1 Using multivariate statistics
- 2 User Acceptance of Information Technology: Toward A Unified View1 [DOI]
- 3 Servicescapes: The Impact of Physical Surroundings on Customers and Employees [DOI]
- 4 The Service Encounter: Diagnosing Favorable and Unfavorable Incidents [DOI]
- 5 Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior1 [DOI]
- 6 Institutions and axioms: an extension and update of service-dominant logic [DOI]
- 7 Customer Experience Creation: Determinants, Dynamics and Management Strategies [DOI]
- 8 Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters [DOI]
- 9 A Role Theory Perspective on Dyadic Interactions: The Service Encounter [DOI]
- 10 Consumer acceptance of online banking: an extension of the technology acceptance model [DOI]
- 11 Customer value co-creation behavior: Scale development and validation [DOI]
- 12 Understanding Service Convenience [DOI]
- 13 Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality [DOI]
- 14 Collaborating to create: The Internet as a platform for customer engagement in product innovation [DOI]
- 15 Consumer Cocreation in New Product Development [DOI]
- 16 Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies [DOI]
- 17 The influence of technology anxiety on consumer use and experiences with self-service technologies [DOI]
- 18 Health Care Customer Value Cocreation Practice Styles [DOI]
- 19 Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic [DOI]
- 20 Service as business logic: implications for value creation and marketing [DOI]
- 21 Self‐service technology adoption: comparing three technologies [DOI]
- 22 Consumer Empowerment Through Internet-Based Co-creation [DOI]
- 23 Co-creating brands: Diagnosing and designing the relationship experience [DOI]
- 24 The virtual customer [DOI]
- 25 Technology readiness and the evaluation and adoption of self-service technologies [DOI]
- 26 Lasting customer loyalty: a total customer experience approach [DOI]
- 27 Key strategies for the successful involvement of customers in the co‐creation of new technology‐based services [DOI]
- 28 Service Failure in Online Retailing [DOI]
- 29 The meanings of co‐creation [DOI]
- 30 Determinants and Outcomes of Customers' Use of Self-Service Technology in a Retail Setting [DOI]
- 31 Virtual product experience and customer participation—A chance for customer-centred, really new products [DOI]
- 32 The dark side of customer co-creation: exploring the consequences of failed co-created services [DOI]
- 33 Why consumers use and do not use technology‐enabled services [DOI]
- 34 Customer choice of self‐service technology: the roles of situational influences and past experience [DOI]
- 35 Co-creating the collective service experience [DOI]
- 36 Self-Service Technologies and e-Services Risks in Social Commerce Era [DOI]
- 37 Encouraging Existing Customers to Switch to Self-Service Technologies: Put a Little Fun in their Lives [DOI]
- 38 Adopting self-service technology to do more with less [DOI]
- 39 The Potential Hazard of Self-Service in Developing Customer Loyalty [DOI]
- 40 Determining Consumer Satisfaction and Commitment Through Self-Service Technology and Personal Service Usage [DOI]
- 41 Online service failure, consumer attributions and expectations [DOI]
- 42 Customer complaining behaviour in technology‐based service encounters [DOI]
- 43 Mandatory use of technology-based self-service: does expertise help or hurt? [DOI]
- 44 Attitudinal and Situational Determinants of Self-Service Technology Use [DOI]
- 45 Value co-creation between the ‘inside’ and the ‘outside’ of a company [DOI]
- 46 Value creation versus destruction: The relationship between consumers, marketers and financiers [DOI]
- 47 Consumer Adoption of Self‐service Technologies in Retail Banking: Is Expert Opinion Supported by Consumer Research? [DOI]
- 48 Research methods for business: A skill building approach [DOI]
- 49 Book Review: Marketing Research: An Applied Orientation [DOI]
- 50 Embracing the Self-Service Economy [DOI]
- 51 A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies [DOI]
- 52 Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 [DOI]
- 53 Discovering Statistics Using Ibm Spss Statistics
- 54 Understanding Customer Experience Throughout the Customer Journey [DOI]
- 55 Psychological Implications of Customer Participation in Co-Production [DOI]
- 56 A descriptive model of the consumer co-production process [DOI]
- 57 New measurement scales for evaluating perceptions of the technology‐mediated customer service experience [DOI]
- 58 Principles and Practice of Structural Equation Modeling, Fourth Edition
- 59 Factors Influencing the Acceptance of Self-Service Technologies [DOI]
- 60 Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms [DOI]
- 61 Engaging customers in value co-creation or co-destruction online [DOI]
- 62 The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings [DOI]
- 63 An integrated model of self-service technology (SST) usage in a retail context [DOI]
- 64 Does anthropomorphism influence customers’ switching intentions in the self-service technology failure context? [DOI]
- 65 Value Co-Creation in Smart Services: A Functional Affordances Perspective on Smart Personal Assistants [DOI]
- 66 The Impact of Self-Service Technology and the Presence of Others on Cause-Related Marketing Programs in Restaurants [DOI]
- 67 Employing proactive interaction for service failure prevention to improve customer service experiences [DOI]
- 68 Linking positive psychological capital with customer value co-creation [DOI]
- 69 Modeling the habit of self-service technology usage [DOI]
Cited by 19
Courtney E. Cole · International Journal of Organizational Analysis · 2025
W. C. Uduwela, R. K. J. De Silva, L. Ranathunga · International Journal of Fashion Design, Technology and Education · 2024
Amelie Abadie, Soumyadeb Chowdhury, Sachin Kumar Mangla · Technological Forecasting and Social Change · 2024
Hashem Aghazadeh, Mozhde Khoshnevis · Digital Marketing Technologies · 2024
Poornima Nair, Sunita Kumar · Advances in Marketing, Customer Relationship Management, and E-Services · 2024
Syed Shah Alam, Mst. Nilufar Ahsan, Husam Ahmad Kokash · International Journal of Hospitality & Tourism Administration · 2025
Badra Sandamali Galdolage · International Journal of Emerging Markets · 2022
Rohayah Adiman, Noraznira Abd Razak, Nur Mellisa Muhammad Faisal Wee · Information Management and Business Review · 2024
Showing 8 of 19 known citations — external sources report more than can currently be individually listed.
Related research
- Prominence of Information Richness in Accepting Online Based Self-Service Technologies — shares topic coverage
- Technology Playfulness and Anxiety as Motivators and Hindrances of SST Adoption: Commercial Banking Sector in Sri Lanka — shares topic coverage
- Customer Cooperation and Organizational Support in the Adoption of Self-Service Technologies — shares topic coverage
- Interplay between Performance and Convenience in Customer Choice of Self-Service Technologies — shares topic coverage
- Value Chain Analysis of Palm Fruit Production and Processing in Abia State, Nigeria — shares topic coverage
Article metrics
Real usage data collected on this platform.
44
Page views
0
PDF downloads
14
Outbound clicks
19
Citations
Views over time
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
Traffic sources
Referring site, by host.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.