Exploring the factors that drive Use of Self-Service Technologies in Air-travel in an African country

Abstract

Self-service technologies (SSTs) refer to technological interfaces that enable customers to produce a service independent of direct employee involvement. The use of SSTs in air-travel in African countries has seen remarkable growth in recent years, yet little is known about the factors that account for this. Using the unified theory of acceptance and use of technology as a theoretical lens, this study examines the factors that drive both behavioural intention to use and actual usage behaviour of three SSTs used in air-travel (self-booking, self-ticketing and self-check-in) in an African country. Data was obtained from 250 international air travellers in Ghana. Findings of the study revealed that social influence, facilitating conditions, and effort expectancy significantly impact behavioural intentions towards the use of air-travel SSTs. Also, behavioural intentions, user satisfaction and facilitating conditions were found to significantly impact SST usage behaviour. The study concludes by discussing the implications for research and practice.