Despite numerous research studies on the antecedents of customer citizenship behavior (CCB; activities that customers voluntarily perform to help the firm and other customers, customers' role identity transitions remain unexplored as a possible antecedent in services marketing research. Previous research in customer co-production has shown that CCB increases service quality, customer satisfaction, and customer loyalty. Therefore, understanding why some customers may perform higher levels of CCB than others is important. Using role salience theory, this dissertation contributes to the CCB literature by investigating the influence of customers' role identity transitions (i.e., gaining role identities vs. losing role identities) on CCB. Furthermore, it attempts to explain these effects by examining two mediating processes. First, increased life stress is proposed as a consequence of customers’ role identity transitions. Second, drawing from psychological stress and coping theory, it is proposed that customers employ distinct coping functions (i.e., problem-focused vs. emotion-focused coping) to reduce the effect of life stress they experienced. Lastly, this dissertation predicts that CCB is a way for customers to cope with their life stress. Using structural equation modeling, this dissertation provides support for the proposition that customers who experience role identity transitions are more likely to perform CCB than customers who do not. The results also support the proposition that customers who experience role identity transitions tend to have increased life stress and that customers who lose their role identities tend to have more life stress than those who gain role identities. Contrary to the proposition, customers were found to use emotion-focused coping rather than problem-focused coping when faced with both types of role identity transitions. As predicted, CCB is shown as a way for customers to cope with life stress resulting from role identity transitions.

This thesis is based on a case study of an airline’s (Scandinavian Airlines (SAS)) customers’ views on self-service technologies for check-in; mobile check-in, internet check-in, and machine (kiosk) check-in. The first aim of the paper was to find sources of satisfaction and dissatisfaction in the airline industry. A number of critical incidents leading to satisfactory and dissatisfactory experiences have been categorized by using the critical incident technique method based on customers’ recalls of past events. Main sources of satisfaction were the SSTs ability to provide a more efficient service by time savings, avoiding queues and by providing increased customer control. Main sources of dissatisfaction were related to technology failure such as malfunctioning machines, technical design problems and service design problems due to unclear role clarity among customers caused by lack of information and trust in own abilities. Second aim of the study was to identify a number of variables affecting SST channel selection. Qualitative interviews revealed following main variables affecting channel choice: accessibility, awareness, lack of trust, and perceived channel efficiency. Findings have been discussed from the perspective of models used in present research such as the consumer readiness model and trusting intentions model so that future researchers can identify and use valid models for understanding SST channel adoption and satisfaction drivers in the flight industry. Hands on managerial implications are provided in the closing part of the paper. Originality: The thesis show industry specific satisfaction and dissatisfaction causes that differ from previous research. Second contribution is the development and classification of factors in groups that influence the SST channel choice for check-in at airports. Finally the paper shows that none of the current models for use intention can independently be used to fully explain choice of channel.