| Summary: | Background: The society has changed and become increasingly characterized by technology-facilitated interactions. Companies are starting to make use of self-service. technologies (SSTs), instead of interpersonal encounters during service deliveries. Customers’ usage of SSTs has been examined in previous research. However, previous studies have ignored the fact that different types of SSTs have different factors that influence customer's experience and decision to use them, increasing the relevance of examining one specific SST, namely private SST to achieve more accurate results regarding what specific factors that influences customer decision to use this type of SST. The reason for choosing private SSTs is not only because it is the most recent type of SST, it is also the type of SST that develops continuously with the increased use of the Internet and the World Wide Web. Purpose: The purpose of this research is to identify the most important factors influencing customers to use private SST. Research Questions:- What value judgement influences customers to use private SSTs the most? - What factors influences customers’ value judgements? Methodology: This research takes on a quantitative approach with an explanatory research design. The chosen data collection method is performed through one independent survey. Conclusion: Hedonic and utilitarian value judgements have a positive relationship towards customer's decision to use private SSTs. The utilitarian value judgements have a greater impact on customer's decision to make use of private SSTs, in comparison to the hedonic value judgements. However, hedonic value judgements can still be considered as an important factor in influencing customer's decision to use private SSTs, as the hedonic value judgements still have a relatively strong impact on customer's decision to use private SSTs.
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