Abstract
The main purpose of this study is to examine how two components of interactive service quality (interpersonal service quality and self-service technology service quality) are related to retail patronage. This study also aims to identify the moderating effects of individual characteristics. The results indicate that two components of interactive quality are greatly related to retail patronage intentions. The moderating effects of technology anxiety, need for interaction, and age are also partially supported. To increase retail patronage, it is very important to focus on improving self-service technology service quality as well as interpersonal service quality. The results from this study also provide retail managers with a detailed understanding of how individual characteristics influence retail patronage intentions.
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