Customer value extraction vs. co-creation at self-service checkout

Purpose Self-service checkout systems (SCSs) receive mixed customer evaluations – some see them as convenient, others as unpaid labour. Although these divergent value perceptions can drive customer satisfaction or dissatisfaction, prior research has not examined customer satisfaction with SCSs through the lens of value perception, particularly in relation to the distinction between value co-creation and value extraction. This study aims to address that gap. Design/methodology/approach This research used two scenario-based, between-subjects online experiments, with data gathered via an online research panel. To test the hypotheses, the data were analysed using ANOVA and the PROCESS macro. Findings The results reveal that a high cognitive workload elicits a sense of value extraction, whereas a low cognitive workload elicits value co-creation. Additionally, experiencing a high cognitive workload under intense time pressure can evoke a higher sense of value extraction. Value extraction is a potent mediator that explains the effects of cognitive workload and time pressure on customer satisfaction. Originality/value This study advances the understanding of customer satisfaction with self-service checkout systems (SCSs) by conceptualising value perception as both co-creation and extraction, shaped by key situational and cognitive factors during the self-checkout process. The findings offer strategic insights for effectively implementing SCSs in-store to enhance customer satisfaction.