An empirical analysis of self-service technologies: mediating role ofcustomer powerlessness

Abstract

PurposeAs self-service technologies (SSTs) become more prevalent, service providers are actively encouraging customers’ involvement with these technologies, sometimes even forcing their customers to use SSTs. This paper aims to examine the influence of the SST-only (vs full-service) mode on customers’ negative attitude toward SST providers through the mediating mechanism of powerlessness and explores how SST familiarity and SST anthropomorphism moderate the impacts of the SST-only mode on powerlessness.Design/methodology/approachThree experiments were performed, study 1 tested the main and mediating effect and studies 2 and 3 verified the moderating effects.FindingsThe results suggest that customer perceived powerlessness mediates the relationship between SST-only (vs full-service) mode and negative attitude toward SST providers. When the levels of SST familiarity and SST anthropomorphism are high, the impacts of SST-only on powerlessness are attenuated. Alternative mediating mechanism of powerlessness is examined and ruled out.Research limitations/implicationsFuture research should investigate other moderators that may reduce the impacts of SST on customer powerlessness. These moderators could be service-operating procedures, SST interface design, types of service situations and customer characteristics. In addition, other consequences of powerlessness, other than the negative attitude toward SST providers and intention to switch investigated here, should be investigated as well.Practical implicationsThis research provides guidelines helping service providers to improve their customers’ SST usage experience by showing both SST familiarity and SST anthropomorphism may alleviate the negative effects of SST-only mode on customer perceived powerlessness more effectively.Originality/valueThis research examines the role of customers’ psychological reactions toward the SST-only mode, particularly from the perspective of power and control.