Technology-Based Self-Service: From Customer Productivity Toward Customer Value

ion and the stability of the hierarchy tend to increase at higher levels of customer value hierarchy. Since the value dimensions of a value hierarchy in a given use situation is highly dependent upon that specific use situation or for the person, “... there is no such thing as ‘the’ value hierarchy for a product or service” or for the person. Once the use situation changes, the components of the value hierarchy also significantly change (Gardial and Woodruff 2003, p.137). Dimensions of Customer Value Consumption experiences can be categorized into six different types of value, reflecting three major dimensions of customer value: (1) extrinsic versus intrinsic value, (2) self-oriented versus other-oriented value, and (3) active versus reactive value (Holbrook 1999). Value is extrinsic when a consumption experience is prized for its functionality or utility “in serving as a means to