Customer value in self-service kiosks : a systematic literature review

Purpose: The purpose of this paper is to provide a cohesive overview of the available self-service and customer value literature, identify customer value in self-service kiosks (SSKs), and analyze this value from the customer experience perspective. Design/methodology/approach: The study comprises a systematic literature review of available works on customer value. Findings: The paper presents conclusions on the SSK’s technological forms, presence in industries, and conceptual state. The review also provides a cohesive inventory of customer value elements in SSKs. The in-depth analysis proposes two alternative models of the customer value creation process: linear and circular. Research limitations/implications: The study reveals gaps stemming from the inconsistency and fragmented nature of previous research on customer value in SSKs. The gaps are treated as opportunities for future studies. Practical implications: By identifying new sources of competitive advantage and new ways to improve customer service strategies and experience management, the findings support managerial decision making at the stages of considering, implementing, and improving SSK networks. Originality/value: This study is the first to systematically review and provide an inventory of customer value elements in SSKs. It, therefore, offers new perspectives on customer value creation using self-service technology.