The Interaction Effect of Self-Service Technology and Firms’ Facilitating Conditions on Co-Created Value: A Service-Dominant Logic Perspective

Abstract

Although self-service technology (SST) is broadly used in the hospitality and tourism industry, existing research has typically focused on customers’ intention to use SST rather than on their behavioral consequences of using it. Adopting service-dominant logic with the resource-based approach, this study examined how customers’ SST experience relates to co-created value, and uncovered the interaction effect of service providers’ facilitating conditions on this relationship. This study proposed a new perspective on SST experience that could contribute to the present literature on SST by shifting the focus from the features of SST to customer behavior. We conducted a scenario-based survey and analyzed 848 participants using latent moderated structural equation modeling with quasi-maximum likelihood estimation. The results show that the facilitating conditions burgeon the effect of SST experience on co-created value, which leads to the augmentation of behavioral intentions. The study thus discusses service-dominant logic and a new vantage point, integrating a technology-based service and firms’ facilitating conditions for co-created value at the service encounter.