Impact Of Customer Value Co-Creation Through The Use Of Self-Checkout System In Retail Stores : Qualitative research on a retail store in Sweden

Sammanfattning:  Recent studies on the Service-Dominant (S-D) logic perspective highlighted the importance of customer value. In this perspective, value is seen to be created, determined, and perceived by the customer through use or `value-in-use', which directly highlights the importance of customer participation in the service delivery process. This study used the Vargo and Lusch (2016) practice approach to understand how customers perceive the use of the self-checkout system and how value co-creation impacts the use of the self-checkout system in retail stores. This study carried out qualitative research on a retail store in Sweden, and data was collected using a semi-structured structured interview. The thematic approach was used to identify, analyze, and report patterns within the data. The data were further categorized into four themes – Convenience, Need for Communication, Cooperation, and Intention to Co-create. The result highlighted the factors influencing customer perception and intention toward the self-checkout system. The study further showed that customer’s intention to co-create is recognized as an effective practice in SST, and customer co-creation intention in SST is essential in determining their co-creation practices  Overall, this study showed that customer perceived value is determined by customer participation.