Abstract
PurposeThis article aims to explain the adoption of self‐service technology with pro‐active sales applications (automated teller machines or kiosk systems) in brick‐and‐mortar outlets with special respect to personality traits, relationship characteristics and previous online banking usage.Design/methodology/approachA theoretical framework is proposed, extending well proven technology adoption models by moderating effects from personality traits and customer relationship characteristics. An empirical study using survey and customer account data from customers of a European retail bank assesses the usage antecedents, separately for adopters of online‐banking and non‐adopters.FindingsThe study validates the framework and identifies relevant moderating effects.Research limitations/implicationsThe study was carried out solely in one country, but provides a starting point for more international research.Practical implicationsThe results call for a clear decision in the multi‐channel strategy about which customer segment should be targeted, as previous online‐banking adopters show different adoption behavior. The development and the communication of self‐service technology (SST) should reflect the strong drivers of adoption and, e.g. use a socio‐technical approach. Customer personality traits require increased attention, should be systematically recorded and may support individualized promotional campaigns for SST.Originality/valueThe article is the first to explain the adoption of in‐branch self‐service applications for sales purposes and integrate the moderating effects of personality and relationship.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
