Factor Analysis of Customer Activity Expectation and Experience for PSS Design applied with Shopping Self-service

Self-service, which is expanding rapidly due to the development of advanced technologies, is becoming significant in product–service systems (PSSs), which are defined as combined systems of products and services. As self-service replaces service providers, the importance of customers’ determination of activities and the necessity of developing new PSS design guidelines are emerging. In this research, based upon a literature review and observations, an analytical framework is suggested. In addition, a survey was carried out for analysis of self-checkout, which is a representative offline self-service system; therefore, rational and emotional expectation factors and momentary and sequential experiences were deduced. As a result of analyzing the factors’ influence on customer satisfaction, in order to reduce the gap between expectation and experience activity, sequential experience is considered more significant than momentary experience and a moderated effect of emotional expectation is considered higher than that of rational expectation. The outcomes of the analysis were utilized in the attributes for design method of PSS based on self-service through the process of analyzing the features and order of activity and the structure of expectation and experience.