Abstract
To a certain degree, Self-service technology (SST) has been proved to be one of successful and profitable business models, yet not always SST is implemented properly so that customers can derive expected values from such technology-based systems. Since this area has not been paid enough attention from extant scholars in both IT and service area, the current study aims to investigate the dynamic process of successful and failed SST; in other words, we employed the Service Dominant Logic lens to examine the dynamic phenomenon of value co-creation and value co-destruction when customers participating in a SST encounter process. In terms of academic contributions, our study is going to add more theoretical foundations for the “dark side” of IT integrated system like SST. Additionally, we also build a conceptual model which poses a dynamical nature of SST usage process. Equally important, we expect our study producing significant practical implications for SST providers.