ABSTRACT
Recent research has highlighted the role of customer value creation behavior in new service development. Customer value creation behavior in new service development refers to the degree to which customers take part in creating new services. Customer value creation behavior in the new service development process can also be understood through the communication process with the firm. However, Nambisan notes that customer value creation behavior in new service development faces several problems. He argues that the firm has difficulty in finding appropriate customers who can provide innovative new service development ideas as well as have a strong relationship with the firm. Self-service technology (SST) refers to technologically based automated interfaces that completely replace the role of employees in facilitating customer value creation behavior. With SST, the firm does not have to rely on employees, which results in tremendous cost savings, and the firm's role as value facilitator is improved in terms of operational efficiencies and functional benefits for customers.
