【正文】 ve is that banks, not consumers, drive the technologybased service usage by pushing customers towards more costefficient service delivery customers this influences banking servicevalue because the service delivery frequently occurs without customer–service employee interaction. Customers are creating the service themselves through technologybased selfservices such as ATMs, inter, or mobile phone. With these selfservice technologies, that is ‘ technological interfaces that enable customers to produce a service independent of direct service employee involvement39。, customers can create value without the explicit involvement of the service provider. It has even been suggested that technology is eliminating interpersonal service encounters altogether. Consequently, a challenge for the bank sector is how to create service value. Aspects traditionally seen as valueadding are not necessarily valuable. Banking research has, however, focused on describing and measuring service quality rather than studying service value. Currently, there is a growing interest towards the quality of technologybased banking services and aspects influencing the adoption and use of them. In service research, the amount of research on eservice value is less extensive pared to research on eservice quality (eg, Santos, Kaynama and Black, Dabholkar, Zeithaml, Yang and Jun, Surjadjaja, Gounaris and Dimitriadis, and Zeithaml ). Only few address eservice value and little is known about what specific aspects of online banking services that create value. The aim is to develop a conceptual framework for online banking service value. Positioned within the Nordic School research paradigm and service management and marketing research, the focus is on service valueinuse from a customer perspective. Previous research has suggested a fourdimensional value model based on temporal, functional, temporal, and spatial dimensions. More recent research has extended this model with subdimensions of the temporal, and spatial dimensions. In this paper, the original fourdimensional model is used to create a more holistic approach to online banking service value by exploring first the relative importance of each of the dimensions and then describing the subdimensions of each dimension. The paper contributes to previous research by suggesting a conceptual framework of online banking service value from a customer perspective. Online banking service value is proposed to be a multidimensional and hierarchical construct separated into contribution is the use of both qualitative and quantitative methods in an explorative study that builds on an abductive research approach. The quantitative part of the study conducted as a conjoint task indicates the importance of temporal and spatial dimensions. The qualitative findings in turn indicate that each value dimension is multifaceted and in different ways can increase service value. The practical significance for the banking sector involves the conceptualisation of online banking service value that emerges from theoretical and empirical analyses. The paper moves the focus of both research and marketing practice from service quality to service value. SERVICE VALUE Traditionally, customer perceived value has been seen as the tradeoff between benefit and sacrifice, where quality is the benefit and price is the sacrifice. Value has been defined as ‘ the consumer ’ s overall assessment of the utility of a product based on perceptions of what is received and what is given ’ . Recently, by building on the correspondence between quality and value it was proposed that customerperceived value is formed of technical, functional, temporal, and spatial dimensions that each can have benefit and sacrifice ponents. This conceptualisation, extended from the perceived service quality model, was argued to be especially relevant for technologybased selfservices. Using this thinking it is possible to conceptualise online banking service value with these four dimensions. Considering a valueinuse perspective and using a parison of different alternatives as reference point, it is argued that both benefit and sacrifice are embedded in the value dimensions. Service value has been defined as the perceived oute of the tradeoff of the set of technical, functional, temporal, and spatial dimensions. These intertwined service value dimensions represent the value of a specific service offering (what, technical value), created in a wanted way (how,functional value) and that is relevant in a specific time (when, temporal value) and location (where, spatial value). The value of online banking services is empirically measured and qualitatively explored based on this conceptualisation. Two research questions are posed. First, what is the relative importance 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 proce