Interpreting Formation Mechanism of Self-Service Experience Value

This paper explores the formation mechanism of self-service experience value from the perspective of customer-dominant logic. Using a focus group interview approach, data were collected from six groups, comprising 55 hotel self-service experience cases. Through thematic analysis, the study examines five fundamental questions regarding customer value: how value is created, where value is created, when value is created, what the value is based on, and who determines the value. The findings indicate that in highly customer-dominated and controlled self-service contexts, the creation of customer value predominantly follows the customers' logic and behaviors. Consequently, service providers should shift their management focus from emphasizing the intrinsic value of service resources to understanding how customers utilize these resources to generate meaningful experiences. This approach highlights the importance of empowering customers, designing flexible service systems, and facilitating interactions that enable customers to actively co-create value. The study contributes to a deeper understanding of self-service dynamics and provides practical implications for enhancing customer satisfaction and engagement in service environments.