New perspective on informal knowledge sharing in the self-service environment

Abstract

ABSTRACTCustomers informally sharing knowledge with other potential users about self-services may contribute to greater service adoption. However, amid the multitude of contributing factors previously identified, little is known about the extent to which informal knowledge from a fellow customer may inspire the receiving customer to engage in further informal knowledge sharing behaviour regarding self-services and the degree to which consumers’ emotional attachment towards the source could impact on argument success. This study broadens understanding of the matter and offers a new perspective on informal knowledge sharing behaviour in the self-service environment. Data was collected from electronic banking self-service users in South Africa and Germany, and involved a self-administered survey. The research findings explained the underlying process of continuous informal knowledge sharing behaviour concerning self-service technologies from a source credibility and social exchange theory perspective. Furthermore, novel insight is provided on the importance of customers’ emotional attachment to the source in impacting the persuasion process and the extent to which online beliefs of trust and usefulness may affect helping intention as a form of informal knowledge sharing behaviour.