The Influence of Self-service Technologies on Employees and Customer Experience

Eirik Andreas Skinnarmo

Student thesis: Master thesis


The evolution of technologies during the last few decades has an increasing impact on people’s everyday life. The implementation of self-service technologies (SSTs) is disrupting the nature of the service delivery from being interactions with employees to interactions with technology. Various types of these self-service technologies are emerging in multiple industries, which enables customers to choose according to their preferences of experience. While these technologies enable customers to become active participants in the experience and perform their own tasks, employees are also faced with this new technology which affects their work situation. This research aims at providing an indication of the impact of SSTs on employees and how these technologies influence customer experience. The study is a multiple-case study focusing on three technologies that have been implemented in three different companies, namely McDonald’s, Rekom, and Coop. The study utilizes data collected from qualitative interviews with one representative from each case company to gain insights into why the companies have decided to implement SSTs and how the SSTs can create value for both the companies, their employees, and the customers. Furthermore, the study utilizes data collected from two questionnaires: one towards employees to gain insights into their perceptions and attitudes towards the SSTs, and another towards customers to identify the perceived customer experience using the technologies. Through customer experience analysis, the study concludes that while the technologies are perceived as easy to use and have several benefits for the customers such as reduction of queues, the majority of customers still prefer the conventional alternative. Furthermore, the employees on the other hand are highly positive towards the SSTs, as they improve job performance, are easy to use, and provides them with more time to perform other necessary tasks which gives them more variance in their work. For the customers to adopt the technologies, it is suggested that companies should focus on clear communication of the advantages of using the SSTs, as successful SSTs will support value co-creation between all stakeholders.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2021
Number of pages75
SupervisorsMogens Bjerre