Interpersonal exchanges between customers and frontline service employees increasingly involve the use of technology, such as point-of-sale terminals, tablets and kiosks (Giebelhausen, Robinson, Sirianni and Brady, 2014.). If there is a kind of intimacy in the interaction between employees and customers, then the technology is the barrier for achieving good communication because the adequate attention is not directed to the employee's efforts and it results with the reduction of the final results of the assessment service. On the other hand, if the interaction between these subjects is not geared to achieving intimacy, then technology allows the customer to withdraw from the relatively unfavorable situation and is reflected as a contribution to the creation of the value of the service provided. To be able to understand what, with the technology itself, have an impact on overall satisfaction of the customers, the paper deals with the dimensions of quality of service by which the client evaluates the service, and the same are described from a marketing standpoint. Due to under-mentioned and explained topic that describes the technology as a factor in creating the value of the service process, there are selected the two examples of case studies that will through field research by using depth structured interview describe by most suitable way the importance of using technology in the mutual interaction between employees and consumers, respectively client.