Självbetjäningsteknologier (SST) i tjänstemiljöer : En kvalitativ studie om kundupplevelser, servicekvalitet och lojalitet.

This thesis examines how consumers experience and are affected by self-service technologies(SST) across various service contexts, including grocery stores, restaurants and banking. Thestudy is based on ten semi-structured interviews and analysed using thematic analysis. Thetheoretical framework draws on the Technology Acceptance Model (TAM), SERVQUAL,Customer-Based Brand Equity (CBBE) and loyalty theory. The findings show that SST isgenerally perceived as convenient, time-saving and easy to use, particularly amongexperienced and technologically confident users. However, technical issues, unclearinterfaces and limited support can create stress and uncertainty, especially among lesstechnologically skilled users. SST strongly influences perceived service quality, while itsimpact on brand image and loyalty is more varied. Positive experiences primarily confirmexisting expectations, whereas negative experiences have a stronger effect and can reduceintentions to return. The study contributes to a deeper understanding of how different usergroups experience control, efficiency, trust and confidence when interacting with SST, andprovides practical insights into how companies can design, implement and complement SSTwith human support to strengthen the overall customer experience.