Bip og betal - et værdiskabende værktøj? En undersøgelse af, hvordan self-service teknologi influere kundens værdiskabelsesproces

Mads Jørgensen

Studenteropgave: Kandidatprojekt


Self-service technology is a growing trend these days. Companies are trying to implement selfservice
technology to enhance the overall customer experience and to reduce their employee
expenses. This study is drawing on an empirical study of people who are using their mobile
phone as a resource to serve themselves when they are shopping groceries. The purpose is to
examine how the people are creating value when they are using their mobile phone doing their
shopping process. The study is based on participant observation and six semi-structured
interview with customers and employees in Fakta Taastrup. Based on practices theory the
customers must do certain practices during their use of the self-service process. During the
performance of these practices the value creation process is influenced by three practice element;
procedures, understandings and engagement. The value formation – value (co)-creation and
value (co)-destruction – drives on congruent and incongruent element of practices between the
customer and provider and have direct impact on the customers value-in-use.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 feb. 2020
Antal sider47
VejledereFlemming Sørensen


  • value-in-use
  • value (co)-creation
  • value (co)-destruction