Customers do not want services, not even good services. Customers are interested in the usefulness of products, i.e. the value of services and goods. The value is made up of the ability of the service to solve problems or satisfy needs that the customer might have (Echeverri and Edvardsson, 2002). Value is therefore important to comprehend regarding changes of value, feedback of customer value, creation of value and assessment of value. The importance of a value of goods and services is crucial to firms providing all types of products. This paper put emphasis on the understanding of customer value in a self-service technology (SST) context through development and recovery of services