Customer Capabilities and Value Co-Creation Practices in Self-service Technologies: Insights from Commercial Banks in Sri Lanka

Abstract

Many service encounters that service employees previously managed are being transformed into technology-enabled self-service interactions, including those in the banking sector. However, scholarly work has not paid sufficient attention to studying Self-Service Technologies (SSTs) in service encounters. Thus, the purpose of this study is to investigate the practices that customers engage in co-creating value with SSTs in the banking sector, along with prerequisite capabilities that customers must possess to complete successful service transactions. A qualitative approach was used, conducting semi-structured interviews with 50 banking customers who use SSTs in the Western Province, Sri Lanka. The study found seven key-value co-creation practices and five types of capabilities an individual should possess to use banking SSTs. The findings contribute to the existing literature by addressing the prerequisites and practices of customer value co-creation in banking SSTs, which have received sporadic attention.