Customer Value Co-Creation Through Self-Service Technology: Qualitative Research on Sat In Large Chain Supermarkets
Abstract:
Self-service technologies (SSTs) have transformed service delivery in the retail sector, enabling faster transactions, increased autonomy, and new opportunities for customer engagement. This study explores how SSTs contribute to customer value co-creation in large chain supermarkets, using a qualitative methodology grounded in the Ser vice-Dominant (S-D) Logic framework. Data was collected through semi-structured interviews with ten regular SST users and observational studies conducted in a high-traffic East London supermarket. Thematic analysis revealed four key dimensions of value co-creation: Value-Driven Efficiency, Autonomous Value Co-Creation, Val ue-Enriched Shopping Experience, and Value-Driven Refinement. Findings suggest that SSTs empower consumers to engage more actively in the service process, fostering convenience and informed decision-making. However, technological challenges and the need for occasional human assistance indicate that successful value co-creation requires a balance between automation and support. This study contributes to both theory and practice by illus trating how SSTs reshape the roles of customers and service providers in co-creating value. The implications are relevant for retailers, technology designers, and scholars seeking to enhance service experiences in increasingly automated retail environments.
