The Study of Customers’ Expectations and Real Experiences Using the Self-Service Kiosk

Abstract

Purpose: This study examines the gap between residential customers' expected and real experiences with self-service kiosks from the perspective of a major Malaysian electrical service provider. Theoretical framework: The comparative study of customers’ expectations and real experiences using the self-service kiosk is excessive in various sectors like banking and transportation but limited in the energy sector in boosting customer engagement and leading to customer satisfaction. Design/Methodology/Approach: Using a stratified sample approach based on a sampling frame given by a Malaysian utility provider, survey questions were disseminated online to residential customers who have used self-service kiosks. Findings: The findings demonstrate that customers' expectations and real experiences significantly differ with a few variables, such as secure/privacy, design, and convenience. However, the effect sizes were small. Moreover, some individual items in several factors like enjoyment, secure/privacy, design, convenience, and customization also showed significant differences. Practical implications: The findings shed light on the energy sector and give Malaysian power providers, in particular, identifying the gap between customer expectations and actual self-service kiosk experiences. With this information, the firm can close the gap and manage customer experience to increase customer satisfaction. Originality/Value: This study expands the investigation of self-service technology (SST) service quality by analysing the gap between the expectations and actual experiences of residential consumers utilising the SST self-service kiosk offered by Malaysia's major energy service provider. This study assists the company in closing the gap and enhancing the offerings of self-service kiosks to boost customer satisfaction and manage customer experience.