Self-service-based systems are designed with an assigned customer role in mind. This assigned role, however, might be far from the customers’ enacted role in practice. That is, we make a clear distinction between enacted and assigned roles. An enacted role is the actual behaviour the customer undertakes during the resource integration with the SST, whereas an assigned role is designed by the firm and describes the way the customer is supposed to integrate resources to co-create value. In such a setting, role clarity, together with the customer’s knowledge, skills and motivation, should have powerful impacts on actual resource integration.