Little is known about self-service socialization and the resource integration process that may transpire when customers help other less-skilled customers with self-services. Insight into these matters is important as the process may affect other customers’ skill development and ability to contribute meaningfully to value cocreation in the service ecosystem. Accordingly, this research develops a conceptual framework and four research propositions outlining customers’ resource integration approaches towards other customers during socialisation and service exchange, as informed by their institutions endorsing either self-reliant or compliant practices. Insight is also provided into the extent to which the resource integration approaches (transpiring against the background of customers’ engagement with firm’s self-service resources) may enable other customers to participate in meaningful service exchanges in the service ecosystem. Effectively, the framework advances business understandings of the distinct roles customers may perform when socializing other customers about self-services.