The purpose of the study is to obtain a preferable understanding of how a company in the retail trade and its store staff achieves and provides service quality through self-service and how the co-creation and value creation is preserved when the majority of the personal contact is supplemented by technology. / Syftet med studien är att få en större förståelse för hur ett företag inom detaljhandeln och dess butikspersonal åstadkommer och tillhandahåller servicekvalitet genom självbetjäning och hur sam- och värdeskapandet bevaras när majoriteten av den personliga kontakten byts ut mot teknik.

The progress in the field of technology is often described as massive and its development has had a great impact on the social development (Vetenskapsrådet, 2012). As a result of the digital evolution, there has been a change in the way customer and company interact (Normann, 2011). The traditional way for players to interact with each other required an interaction human to human (ibid), a mode of interaction that now can be replaced or supplemented by todays technology and often Internet-based solutions (Salomonson et al., 2013). These technological solutions, the technical interaction, are often referred to as self-service systems. These systems enables the customer to carry out the tasks previously performed by the company (Hilton and Hughes, 2013). A growing number of Swedish companies are implementing these self-service solutions, particularly in matters relating to telephony and mobility, in order to complement or replace existing support (Gustafsson, 2012). Earlier research shows that both companies and customers can benefit from the implementation of self-service systems, however there are other contributions to the field of research that paradoxically advocates that the meeting in person, the human interaction is important for the competitiveness of a company (Normann, 2011). The purpose of this thesis is to create an understanding about how customer value is created in the interaction between customers and companies in both human and technological interaction. As data collection method, this study has applied qualitative interviews in order to enhance understanding of existing phenomena. In order to help analyse the study’s results the thesis theoretical framework consists of theories concerning services, interaction, value creation, service logic and service quality linked to the discipline service management. The results of the study indicate that the creation of customer value in the interaction between customer and company occurs in the same way in human interaction and technological interaction. The factors that create customer value are expressed in different ways by human and technological interaction.

Business intelligence is a tool that helps decision makers make informed decisions based on data. Self-Service is an extension of Business Intelligence that focuses on the individual that uses BI-tools and how independent they are. The purpose of this research paper is to cover missing pieces from previous research regarding Self-Service Business Intelligence and to identify factors that can help organizations succeed to become more independent decision makers. This paper is focused only on the combination of Self-Service and Business Intelligence and on organizations that are in the beginning of their usage of BI- tools. Previous research shows that there are many challenges that can affect users and organizations in the process of becoming more Self-Serviced in Business Intelligence. By conducting a case study with the help of a qualitative research method consisting of seven semi-structured interviews, a strategy has been created to help organizations identify what they need to do, to reach a higher level of independent decision-making. The collected data has been analyzed by using an inductive method. The results of the analysis and previous research has led to the conclusion of the study which involves a model consisting of four steps that need to be assessed to overcome the challenges of becoming Self-Service Business Intelligence users. The four steps consist of; becoming aware of the organization’s level of digital maturity; conducting education to raise internal knowledge; identifying different internal needs; and, finally, making BI-reports available to the users, thus increasing accessibility.