【正文】 ortance of the four dimensions? Secondly, what are the reasons for the relative importance of the dimensions, that is what subdimensions are related to each value dimension? Technical value Technical value involves what the oute ofthe service performance is. Traditionally it has been defined as the result of the service process or the core service. In addition to the core service, the service offering also includes facilitating and supporting service that differentiates one service alternative from another. It has been argued that the ability to choose between service alternatives is relevant for eservices. Functional value Functional value denotes characteristics of theservice delivery process and involves customer perceptions of the process how the serviceinteraction occurs. It involves different types of interactions with the service providerand can also refer to the customer ’ s participation in the service process. Accordingly, moving the focus on the customer’s active role in the service process,the functional dimension involves customers’ perceptions of their input in the serviceprocess instead of the interaction with the service employee. It may be interactions with the service system, for example a technological interface. Temporal value Temporal value represents customer perceptions of time issues when the service interaction occurs. It contains the value of receiving the service in different time frames. Temporal value related to time allocations, time availability, time orientations, opening hours, and punctuality has been suggested to involve both benefits and sacrifice. Spatial value Spatial value involves customers’ perceptions of the physical place and its appearance. It represents how the customer perceives the location where the service interaction occurs. This dimension is important, as the service delivery of technologybased selfservice options can enhance the availability of services. Similar to temporal value, spatial value has been suggested to include both benefit and sacrifice. METHODOLOGY An explorative study was conducted in a Finnish private banking context. One reason for choosing this setting was that banking services involve different types of technologybased selfservices, such as ATMs, telephone services or online services. Bill payment services were used because they represent a standardised offering, delivered via multiple channels, offered on a continuum ranging from full service to selfservice options, and created in technologybased or interpersonal interactions. Another reason is that in Finland online banking services are largely used to pay bills and the number of users is expected to increase. One of Finland’s leading banks has estimated that almost half of all bill payments are performed via inter, and only 3 percent are performed at branch offices. The trend is consistent with all Finnish banks as 66 percent of all bank customers between 15 and 74 years use online banking services regularly and 64 percent state that inter is the most mon way to pay their bills is. Online bill payments were studied in two empirical studies applying conjoint analysis and qualitative interviews. Conjoint analysis is a depositional method for estimating the structure of respondents’ preferences in relation to the overall evaluations of a set of predetermined alternatives. 46 It has been used previously to study consumer evaluations of services (eg, Oppewal and Vriens, 10 DeSarboet al ., 47 Ostrom and Iacobucci, 48 Carman 49 ).The first study represented a pilot study where the importance of the value dimensions was explored and study design was tested. Then in the following study, in addition to the conjoint study, interviews were conducted to receive qualitative data on what the value dimensions contain. The four value dimensions were operationalised based on the defi nitions of the dimensions. 30,50 The operationalisations were (1) choice of different service alternatives (what, technical dimension), (2)customers ’ input in the service (how,functional dimension), (3) choice of the timeof service delivery (when, temporaldimension), and (4) choice of the place ofservice delivery (where, spatial dimension).The attributes were not separated into benefi t and sacrifi ce。 however, the risk is that the service bees too customised. I am not interested in what the bank has to offer because I can get information on stuff other than payments from work. I want basic services, not insurance and buying and selling stock. (p. 3305) It is convenient because you can see, if youhave many accounts, all your accounts. It is totally different from an ATM, where you cannot see, or if you go to a bank then you have to ask for the information. (p. 1908) Price represents both the cost effi ciency and moary cost of using the service. Most respondents noted that it is a benefi t if theprice level is fair or cheaper than the alternatives. A sacrifi ce included tangible moary costs for using the service and supporting service costs, such as cost for technology support. Some respondents would have expected lower service price because of their high input in the service process. They charge me for not having to do their job any longer, and I think it is charge me for a service that they do not have to do. The machines count automatically, and it goes via automated machines. (p. 2611) Tangibles denote the physical evidence of the service. Necessary tangible parts of the service, such as identifi cation numbers, can be value decreasing as they are needed in order to be able to use the service process. Also, the fact that the service oute is less tangible when the service is performed electronically is both a benefi t and sacrifi ce. The service shows information a certain period backwards, I do not know how long, but