Men or Machine?Customer Value Co-Creation in Self-Service Technologies : LAP Lambert Academic Publishing : 9786203308365 : 6203308366 : 04 Feb 2021 : The 21st century is known as the 'experience economy', such that providing superior customer experiences through mutually beneficial interactions have become the priority in business organizations. Advancement in technologies presents opportunities for customers to access the organization via multitude of technological interfaces. Realizing this market trend, this book presents the foundations and practices of customer value co-creation through Self-Service Technologies (SSTs). The book comprises with seven chapters that logically connect and bring the reader through general understanding on customer experiences to collaborative value creation experience in SSTs. The Paradigm shift takes place in value creation process is well explained highlighting the changing roles of customer and service provider. Value co-destruction that results neg