Adopting self-service technology to do more with less

Toni Hilton, Tim Hughes, Ed Little, Ebi Marandi

Research output: Contribution to journalArticlepeer-review

93 Citations (Scopus)


Employees have traditionally played a major role in the customer’s service experience. Yet self-service technology (SST) replaces the
customer-service employee experience with a customer-technology experience. This paper seeks to use a service-dominant logic lens to gain fresh
insight into the consumer experience of SST. In particular, it aims to consider the resources that are integrated when consumers use SSTs, their coproduction
role and what might constitute value. The paper presents findings from 24 semi-structured interviews that focus on the everyday experiences of consumers in using SST. Both genders and all socio-economic categories within all adult age groups from 18 to 65+ were included.
Original languageEnglish
Pages (from-to)3-12
Number of pages10
JournalJournal of Services Marketing
Issue number1
Publication statusPublished - 2013


  • self-service technology
  • service-dominant logic
  • co-production
  • co-creation
  • operant resources
  • resource integration
  • self-service
  • customer services quality


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