Conceptualizations and perceptions of value through in-store self-service technology usage
Self-service technology (SST) is implemented in-store as a way of facilitating and enhancing customer experience in which value is co-created. Previous research on SSTs has been mainly conducted in utilitarian settings where discussions were inclined towards attributes of value-in-use with an emphasis on efficiency. However, when implemented in a hedonic retail setting such as fast fashion, co-cre
