Co-production and co-creation using self-service technology: The application of service dominant logic
Hilton, T. and Hughes, T. (2013) Co-production and co-creation using self-service technology: The application of service dominant logic. Journal of Marketing Management, 29 (7-8). pp. 861-881. ISSN 0267-257X
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Publisher's URL: http://dx.doi.org/10.1080/0267257X.2012.729071
Service-dominant logic (S-D logic) theory and related literature is reviewed to demonstrate S-D logic’s potential to provide new insights for understanding an important contemporary issue in service delivery: the application of Self-service technology (SST) to customer service. S-D logic considers operant resources to be the key to gaining a competitive advantage. Consequently, the most important aspect of the application of SST is the transfer of the operant resource, at the point of transaction, from supplier to customer. It is argued that the implementation of SST, could be improved by encompassing an understanding of the resources available to the customer and the value (or lack of value) experienced by the customer in using SST. The implications for further research are outlined and a range of management implications are discussed.