Self-service facilities are nowadays widely implemented in the service industry and their rate of usage is steadily increasing, it is therefore critical to understand the nature of the value customers place on self-service and how they decide on their use of self-service options. In light of this, the current paper extends the Technology Acceptance Model (TAM) by merging self-service attributes in order to develop and test a self-service acceptance model (SSAM). The proposed model has been tested on data from 277 customers of a university library that has recently employed self-service technologies. The findings indicate that the SSAM fits the empirical data well and that intention to use self-service is an ultimate function of the customers' perceived usefulness of the service, attitude towards using it, and their perceived enjoyment of the self-service feature in question. Based on the study results, recommendations for managers and future research are also provided.