Are you a trend setter or a straggler? Social drivers and customer shift toward co-creating value with self-service technologies

What is it about?

Future service interactions are anticipated to use humanoid robots in a society that is shifting to a digitalized era. In such a background, this study examines the social drivers that influence customer mobility toward co-creating value via SSTs. The study identified eight social drivers that are important in the customer transition toward co-creating value with SSTs. According to the study, SSTs are characterized as a social trend in which adoption is accepted (social norm) and modifies social connections in a new direction. Using SSTs has evolved into a socializing tool that gives people social acknowledgment. Some people see SSTs as social pressure, putting them at a disadvantage if they do not adopt. People, on the other hand, acquire sufficient social support and independence to use SSTs. Customers were categorized into four groups depending on their willingness and ability to embrace SSTs: trendsetters, dreamers, old-fashioned, and stragglers.

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