Abstract
Many struggle with adapting to widespread self-service technology (SST). Existing studies overlook user difficulties and their impact, neglecting the burden experienced. Little attention has been given to understanding the relationship between user burden, dissatisfaction with SST or store, and loyalty. We investigated situational factors affecting the SST user burden and its association with dissatisfaction, reuse, and revisit intentions. Additionally, we explored potential differences in these relationships between younger and older generations. Conducting a scenario-based survey of restaurant kiosk users (with varying numbers of people waiting) and utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis (484 participants), we found consistent user burden variables influencing dissatisfaction with SST, but differing variables for dissatisfaction with store between age groups. Moreover, technology experience moderates this effect only in the elderly model. Our findings contribute to understanding negative aspects, such as user burden and dissatisfaction with SST, enriching SST literature and loyalty theory.
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