Abstract Self-service experience is the key to the continued use of self-service technology from customers. Due to the strong dominance and controllability of self-service, the experience of this service is a customer ecosystem based on customer demand, knowledge, experience and value, which is formed in the process of evaluation, interpretation and application of self-service technology. Therefore, picking self-service terminals as research object, this paper studies the relationship marketing strategies based on the logic of customer dominance and rebuilds the customer ecosystem in its examination of its influence on self-service experience. Analytical results of 283 survey samples show that relationship marketing strategies can significantly improve the customer self-service experience through rebuilding the variables of technology trust, perceived usefulness and perceived usability. The key focus of service provider should switch from the product-dominant logic to customer-dominant logic, from what the service can bring to customers to what customers do with the self-service technology.
2018, Vol. 35 
