Value co-creation and co-destruction in self-service technology: A customer’s perspective

Highlights：

• Using Service-Dominant Logic (SDL) and attribution theory, we consider six different SST use contexts, composed of three types of resource misuse and two kinds of SST service failure, to illuminate in what contexts, SST customers choose to co-create or co-destruct value. .

• Using a survey with 413 respondents and a mixed-methods approach (quantitative and qualitative), our results show that customers are more likely to continuously co-create value with firms when they think resources are misused by themselves, when experiencing process failure, and when using an in-process co-creation strategy.

摘要

•Prior Self-service technology (SST) studies investigate either the bright (value co-creation) or the dark (value co-destruction) side of SST in “isolation,” while this study examines SST with both perspectives in one integrated model.•Using Service-Dominant Logic (SDL) and attribution theory, we consider six different SST use contexts, composed of three types of resource misuse and two kinds of SST service failure, to illuminate in what contexts, SST customers choose to co-create or co-destruct value. .•Using a survey with 413 respondents and a mixed-methods approach (quantitative and qualitative), our results show that customers are more likely to continuously co-create value with firms when they think resources are misused by themselves, when experiencing process failure, and when using an in-process co-creation strategy.

论文关键词：Self-service technology,Service-dominant logic,S-D logic,Value co-destruction,Value co-creation,IT enabled service,Qualitative comparative analysis