---
_id: '5704'
abstract:
- lang: eng
  text: 'Advancements in information technology have changed the way customers experience
    a service encounter and their relationship with service providers. Especially
    technology-based self-service channels have found their way into the 21st century
    service economy. While research embraces these channels for their cost-efficiency,
    it has not examined whether a shift from personal to self-service affects customer–firm
    relationships. Drawing from the service-dominant logic and its central concept
    of value-in-context, we discuss customers’ value creation in self-service and
    personal service channels and examine the long-term impact of these channels on
    customer retention. Using longitudinal customer data, we investigate how the ratio
    of self-service versus personal service use influences customer defection over
    time. Our findings suggest that the ratio of self-service to personal service
    used affects customer defection in a U-shaped manner, with intermediate levels
    of both self-service and personal service use being associated with the lowest
    likelihood of defection. We also find that this effect mitigates over time. We
    conclude that firms should not shift customers toward self-service channels completely,
    especially not at the beginning of a relationship. Our study underlines the importance
    of understanding when and how self-service technologies create valuable customer
    experiences and stresses the notion of actively managing customers’ cocreation
    of value. '
article_type: original
author:
- first_name: Anne
  full_name: Scherer, Anne
  last_name: Scherer
- first_name: Nancy
  full_name: Wünderlich, Nancy
  id: '36392'
  last_name: Wünderlich
- first_name: Florian
  full_name: Von Wangenheim, Florian
  last_name: Von Wangenheim
citation:
  ama: 'Scherer A, Wünderlich N, Von Wangenheim F. The Value of Self-Service: Long-Term
    Effects of Technology-Based Self-Service Usage on Customer Retention. <i>MIS Quarterly</i>.
    2015;39(1):177-200.'
  apa: 'Scherer, A., Wünderlich, N., &#38; Von Wangenheim, F. (2015). The Value of
    Self-Service: Long-Term Effects of Technology-Based Self-Service Usage on Customer
    Retention. <i>MIS Quarterly</i>, <i>39</i>(1), 177–200.'
  bibtex: '@article{Scherer_Wünderlich_Von Wangenheim_2015, title={The Value of Self-Service:
    Long-Term Effects of Technology-Based Self-Service Usage on Customer Retention.},
    volume={39}, number={1}, journal={MIS Quarterly}, publisher={MIS RC}, author={Scherer,
    Anne and Wünderlich, Nancy and Von Wangenheim, Florian}, year={2015}, pages={177–200}
    }'
  chicago: 'Scherer, Anne, Nancy Wünderlich, and Florian Von Wangenheim. “The Value
    of Self-Service: Long-Term Effects of Technology-Based Self-Service Usage on Customer
    Retention.” <i>MIS Quarterly</i> 39, no. 1 (2015): 177–200.'
  ieee: 'A. Scherer, N. Wünderlich, and F. Von Wangenheim, “The Value of Self-Service:
    Long-Term Effects of Technology-Based Self-Service Usage on Customer Retention.,”
    <i>MIS Quarterly</i>, vol. 39, no. 1, pp. 177–200, 2015.'
  mla: 'Scherer, Anne, et al. “The Value of Self-Service: Long-Term Effects of Technology-Based
    Self-Service Usage on Customer Retention.” <i>MIS Quarterly</i>, vol. 39, no.
    1, MIS RC, 2015, pp. 177–200.'
  short: A. Scherer, N. Wünderlich, F. Von Wangenheim, MIS Quarterly 39 (2015) 177–200.
date_created: 2018-11-15T11:36:38Z
date_updated: 2022-01-06T07:02:36Z
department:
- _id: '181'
intvolume: '        39'
issue: '1'
keyword:
- customer defection
- customer retention
- e-service
- longitudinal
- Self-service
- value-in-context
language:
- iso: eng
page: 177-200
publication: MIS Quarterly
publication_identifier:
  issn:
  - 0276-7783.
publication_status: published
publisher: MIS RC
status: public
title: 'The Value of Self-Service: Long-Term Effects of Technology-Based Self-Service
  Usage on Customer Retention.'
type: journal_article
user_id: '37741'
volume: 39
year: '2015'
...