Self-service Technology Usage Research Articles

The role of autonomy, competence and relatedness in motivation to use self-service technology (SST) among customers with difficulties in SST

研究目的了解客户对自助服务技术（SST）的体验对于服务研究非常重要。然而, 以往的研究主要关注于熟练使用SST服务的客户。本文探索了使用SST存在困难的客户的体验, 为这个尚未被研究的领域提供见解。设计/方法/途径基于自我决定理论, 本研究提出了SST使用行为中动机方面的假想, 并设计了一个包含感知需求和内在动机的模型。通过对213名在餐厅服务环境中使用SST存在困难的美国客户进行调查, 该模型得到了实证测试。研究结果结果显示, 客户的感知能力强烈影响他们使用SST的动机, 其次是自主性和关联感。结果还发现, 内在动机对满意度和行为意图有积极而显著的影响。最后, 本研究进行了多组分析, 以检查技术焦虑程度高和低的客户之间的差异。结果显示, 在技术焦虑程度低的客户中, SST使用的自主性和能力是强烈的指标, 而在技术焦虑程度高的客户中, 关联感是内在动机的主要决定因素。独创性/价值由于以前的研究主要关注于熟练使用SST服务的客户, 因此SST使用存在困难的客户是一个被忽视的研究领域。本研究的发现为解决客户在使用SST方面的困难提供了重要的指导。

Self-Service Technology: Benefits and Challenges

The adoption of self-service technology (SST) has increased significantly in business and society, particularly since the advent of the COVID-19 pandemic. SST is a vital tool for many businesses in their quest to improve operational efficiency and increase profits. However, businesses must weigh the advantages of this technology against its drawbacks before committing to it. This study seeks to investigate the applications and benefits of SST, the challenges of adopting SST, and some implementation ideas for SST techniques. Furthermore, it seeks to examine whether SST techniques are successful and whether managers should consider SST as a strategic objective. The key research question in this study is how SST initiatives can help a business, and what challenges can managers encounter when implementing them. A review of the current literature shows that SST has helped companies increase customer satisfaction, increase management efficiency and effectiveness, cut costs, and increase financial performance. Some of the challenges facing SST usage include customer reluctance, consumer privacy, and substantial investments and costs for implementation.

The Impact of Passenger Characteristics on Use of Self-Service Technologies for Check-In Process: A Case Study of Sydney Airport

Due to the severe global competition in the aviation industry, airports give top priority to passenger services. Therefore, a study of characteristics associated with passenger services is one of the most important measurements in the aviation industry. The objective of this study was to analyze the impact of passenger characteristics on the use of self-service technology (SST) for the check-in process at Sydney Kingsford Smith Airport. A survey was conducted online amid the COVID-19 pandemic for data collection. Based on the collected responses, this study analyzed the sociological and demographic characteristics of the passengers and situational factors related to characteristics of SST usage. T-test and Chi-square test were used to gain an understanding of the impact of these characteristics in the context of SST usage. With these analyses, this study was able to show the impact of passengers’ sociological and demographic characteristics such as level of education, flying experience, and age on the use of SST. In addition, this study showed the impact of situational factors related to characteristics such as better signage to locate the service, better corporation by staff members, less crowd or waiting time, and less processing time on the use of SST. Further, the results obtained in this study showed that traveling frequency impacts the passenger processing time at self-service kiosks, and that the use of a self-service kiosk impacts passenger arrival time at the airport. The findings in this study could potentially help airports in improving passenger experience and SST usage.

Customer Acceptance of Self-Service Technology at Fast Service Restaurants in Tshwane

Objective: Technological advances have prompted many businesses to introduce self-service technology (SST) to improve customer waiting times and reduce operational costs. This study aims to determine the factors linked to the acceptance of self-service technology by customers at fast-service restaurants. Research Design & Methods: This research uses a quantitative method by surveying 172 customers who had visited self-service restaurants within the preceding six months. The Unified Theory of acceptance and use of technology (UTAUT) was used to determine the factors linked to the acceptance of self-service technology at quick-service restaurants. The Statistical Package for Social Sciences was used for analysis. Findings: It was found that age and gender moderate the relationship between the construct: performance expectancy ratio and SST usage intention, effort expectancy and SST usage intention, social influence and usage intention and lastly, age moderates the relationship between facilitating conditions and SST usage behaviour. Contribution & Value Added: The design of future self-service technology at restaurants should be constructed in a manner that would appeal to customers of all ages and gender. An education drive should be prioritised to educate customers about the benefits of self-service while ensuring that they also understand that technology does not reduce employment but may be used to create employment in other forms. Future studies should also investigate whether technology education might have a moderating effect on technology.

An investigation of self-service technology usage during the COVID-19 pandemic: The changing perceptions of ‘self’ and technologies

Self-service technologies (SSTs) are not new to modern consumers, yet the COVID-19 pandemic brings new motivations into SST usage. This study aims to revisit consumers' SST usage under the pandemic context, focusing on consumers' changing perceptions on social interactions (i.e. the ‘self’ element) and technologies. The impacts of social distancing, individualistic culture, self-identity as technology users, and innovativeness on consumers' SST usage are explored in the field of smart locker self-collection service. A survey instrument is designed for data collection, and the data are analysed through a hierarchical regression followed by latent class analysis. The findings confirm the contributing effects of the four proposed factors on consumers' SST usage. Further, four distinct SST user segments emerge which are labelled as: technology lovers, social excluders, SST embracers, and indifferent pandemic responders. This study contributes to the SST literature by emphasising the pandemic-induced effects on the consumption environment externally and individuals' self-perceptions internally, both leading to behavioural implications of SST usage.

Social and Situational Influences on Customer Shift Towards Self-Service Technologies

In recent years, significant developments have occurred in the service sector, most notably the introduction of technological interfaces to customer care interactions. Even though businesses invested heavily in Self-Service Technologies (SSTs) in the hope of maximizing their benefits, customers have not adopted the technology in the manner anticipated. Among many reasons behind customer movement towards SSTs, this study investigates the social and situational influences which have received little attention in scholarly work. To accomplish this purpose, a qualitative methodology is used, with 25 semi-structured interviews performed with SST users who were chosen using a purposive sampling method, and the responses were analyzed using the thematic analysis method. The study identified the influences of numerous social groups and classified them into three categories: personal sources, organizational sources, and the society at large. Eight situational factors were found as influencing to use SSTs: travel limitations, crowding, urgency, number/volume of transactions, nature of transactions, task complexity, payment mode, group/alone behaviors. This understanding fills the gap in the literature while providing insights to SST service providers that are needed to promote SST use and handle various conditions in which their customers' SST usage may fluctuate from situation to situation.

Self-service technologies (SSTs) in airline services: multimediating effects of flow experience and SST evaluation

PurposeThis study aims to investigate the effects of consumers’ motivations on behavioral intention to use self-service technology (SST) in airline services exploring multimediating effects of flow experience and SST evaluation in Stimulus-Organism-Response model.Design/methodology/approachAn online survey was conducted with quota sampling based on age group who had experiences of SSTs usage at the Incheon International Airport in South Korea. A total of 286 responses were used for the data analysis with structural equation modeling to examine the proposed model and the multimediating effects.FindingsThe results showed that consumers’ intrinsic and extrinsic motivations had positive impacts on their flow experience, SST evaluation and behavioral intention to use airline SSTs. Their flow experience had a positive influence on SST evaluation, and their SST evaluation influenced behavioral intention to use airline SSTs. Consumers’ flow experience and SST evaluation mediated the relationship between intrinsic and extrinsic motivations and behavioral intention to use airline SSTs.Practical implicationsIt is important for customers to perceive extrinsic motivation such as speed, convenience and efficiency for the smooth process of airline SSTs at the airport. SST evaluation plays a key role to increase customers’ behavioral intention to use airline SSTs.Originality/valueThis study extends the understanding of consumers’ intrinsic and extrinsic motivations, flow experience, SST evaluation and behavioral intentions to use SST in airline services by building on a model. Especially, findings of the (multi)mediating effects of customers’ perceived flow and SST evaluation on the relationship between motivations and behavioral intention to use airline SSTs might provide better guidelines for managers to incorporate SSTs, to increase operational efficiency and to boost customer experiences.

An Investigation of Self-Service Technology Usage During the Covid-19 Pandemic: The Changing Perceptions of ‘Self’ and Technologies

An Investigation of Self-Service Technology Usage During the Covid-19 Pandemic: The Changing Perceptions of ‘Self’ and Technologies

Technological Fitness for Usage of Self-Service Technologies in Commercial Banks - A Study of District Amritsar

The sustainability of automated banking is based on individual technology readiness to adopt technology products. Service delivery platforms are customized according to the end users capabilities. This study analyzes consumer’s readiness level for e-lobby banking model to operate self service terminals. Primary data was collected using purposive sampling through e-lobby intercept method from service locations across Amritsar. Cluster analysis has been used to map consumer groups based on technology readiness. This study contributes for the development of future sustainable models of banking with lesser human intervention, operational cost, and risk empowering customers for decision making. The research study has certain limitation. First one is the research study have restricted to commercial banks catering customers using self service terminals only in district Amritsar, Punjab only due to the technical nature of study, secondly the research study has mainly used data from respondents of public sector banks like SBI, PNB, OBC and third is, the sample size taken for research study is two hundred low as compared to the population of Amritsar.

Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort

PurposeThe purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by integrating service satisfaction and (2) to ascertain the differences between consumers according to their psychological discomfort toward technology.Design/methodology/approachData were collected using a structured questionnaire, and a total of 323 were included in the analysis. Partial least squares structural equation modeling (PLS-SEM) was utilized to test motivational determinants of digital ticketing. In addition, permutation-based multi-group analysis was performed to investigate the differences between consumers with high and low technology discomfort.FindingsBoth intrinsic and extrinsic motivation are positive predictors of continued intention to use digital ticketing, but only intrinsic motivation has a positive impact on continued intention through service satisfaction. Moreover, the relationship between intrinsic motivation, service satisfaction and continued intention was stronger for consumers with high psychological discomfort than those with low psychological discomfort.Originality/valueGiven the conspicuous characteristics of the digital ticketing process for sporting events, the insights gained from the study may be of assistance to researchers and practitioners in understanding sport consumers' ticket consumption behavior and the determinants of SST usage.

An empirical analysis of self-service technologies: mediating role ofcustomer powerlessness

PurposeAs self-service technologies (SSTs) become more prevalent, service providers are actively encouraging customers’ involvement with these technologies, sometimes even forcing their customers to use SSTs. This paper aims to examine the influence of the SST-only (vs full-service) mode on customers’ negative attitude toward SST providers through the mediating mechanism of powerlessness and explores how SST familiarity and SST anthropomorphism moderate the impacts of the SST-only mode on powerlessness.Design/methodology/approachThree experiments were performed, study 1 tested the main and mediating effect and studies 2 and 3 verified the moderating effects.FindingsThe results suggest that customer perceived powerlessness mediates the relationship between SST-only (vs full-service) mode and negative attitude toward SST providers. When the levels of SST familiarity and SST anthropomorphism are high, the impacts of SST-only on powerlessness are attenuated. Alternative mediating mechanism of powerlessness is examined and ruled out.Research limitations/implicationsFuture research should investigate other moderators that may reduce the impacts of SST on customer powerlessness. These moderators could be service-operating procedures, SST interface design, types of service situations and customer characteristics. In addition, other consequences of powerlessness, other than the negative attitude toward SST providers and intention to switch investigated here, should be investigated as well.Practical implicationsThis research provides guidelines helping service providers to improve their customers’ SST usage experience by showing both SST familiarity and SST anthropomorphism may alleviate the negative effects of SST-only mode on customer perceived powerlessness more effectively.Originality/valueThis research examines the role of customers’ psychological reactions toward the SST-only mode, particularly from the perspective of power and control.

Value co-creation and co-destruction in self-service technology: A customer’s perspective

Abstract Self-service technology (SST) benefits e-commerce firms by increasing operational efficiency and reducing labor costs, while it also challenges firms in that service resources could be misused and service failure could be difficult to recover. Prior studies investigate either the bright (value co-creation) or the dark (value co-destruction) side of SST in “isolation,” while this study examines SST with both perspectives in one integrated model. Using emerging Service-Dominant Logic (SDL) as a framework, and augmenting it with attribution theory from the psychology area, we better depict the nature of value-co-creation and value co-destruction that emerge in the SST usage process from a customer’s perspective. Specifically, we consider six different SST use contexts, composed of three types of resource misuse and two kinds of SST service failure, to illuminate in what contexts, SST customers choose to co-create or co-destruct value with SST firms. Using a survey with 413 respondents and a mixed-methods approach (quantitative and qualitative), our results show that customers are more likely to continuously co-create value with firms when they think resources are misused by themselves, when experiencing process failure, and when using an in-process co-creation strategy. In contrast, customers tend to continuously co-destruct value when they think resources are misused by firms, when experiencing an outcome-failure context, and when using an in-process co-destruction strategy. Our proposed framework enables e-commerce firms to immediately trigger essential service recovery whenever service co-destruction occurs. We also discuss how firms can utilize the latest technology, such as artificial intelligence (AI), behavioral big data, and Chatbot to promptly co-create values, hence contributing to future SST and e-commerce design.

Impact of self-service technologies in retail banking on cross-buying and word-of-mouth

PurposeThe purpose of this research is to study the influence of self-service technologies (SST) on cross-buying and word-of-mouth. This study tests the direct impact of perceived usefulness and perceived ease of use on cross-buying and word-of-mouth. Further, this study also tests the mediating role of e-service quality for the aforementioned relationships. The study has been undertaken in the context of retail banking in an emerging market, India.Design/methodology/approachA cross-sectional survey research design was used to collect data from 235 customers of retail banks in India. The data were analysed using IBM AMOS 23.0 taking structural equation modelling (SEM) approach to test the hypothesised relationships.FindingsThe findings of the study suggest that both perceived usefulness and perceived ease of use influence cross-buying and word-of-mouth. E-service quality partially mediates the relationship between perceived usefulness on cross-buying and word-of-mouth. E-service quality partially mediates the relationship between perceived ease of use and cross-buying but does not mediate the relationship between perceived ease of use and word-of-mouth.Practical implicationsThis study shows that managers need to focus on perceived usefulness and perceived ease of use in order to ensure cross-buying and promote word-of-mouth recommendations by customers. Also, managers will be able to enhance cross-buying and promote word-of-mouth recommendations if e-service quality delivered by the bank is perceived to be good by customers.Originality/valueThis study contributes to the literature on SST and offers empirical evidence to show that perceived usefulness and perceived ease of use can influence cross-buying as well as word-of-mouth. Previous studies have shown that SST usage can foster loyalty, and the present study offers new evidence on the outcomes of behavioural loyalty. The study has been undertaken through responses taken from retail bank customers in an emerging market. This study also contributes to the literature on SST by testing the mediating effect of e-service quality for the above-mentioned relationships.

Modeling the contingent role of technological optimism on customer satisfaction with self-service technologies

PurposeBased on the E-Service Quality (E-SQ) model, this study investigates the effects of self-service technology (SST) quality attributes, specifically automated teller machines (ATMs), on customer satisfaction. The interaction effects of technological optimism on the abovementioned link are also examined. SST usage is conceptualized as a multidimensional construct that consists of five dimensions (reliability, security, convenience, functionality and responsiveness).Design/methodology/approachThe data were collected through a survey of a sample of Malaysian participants who used cash-recycling ATMs. The proposed theoretical model was tested using partial least squares (PLS) structural equation modeling (SEM).FindingsThe results suggest that reliability, convenience, and functionality are critical factors that affect customer satisfaction in using ATMs. Technological optimism was found to weaken the relationship between reliability and customer satisfaction.Practical implicationsConsidering the relative novelty of cash-recycling ATMs in the market, banks should ensure a smooth, error-free and accessible functioning of the system. Special attention has to be given to tech-savvy consumers whose higher level of optimism, with an increase of perceptions of reliability, may suppress their heighten sense of fulfillment. This customer group could be offered interactive digital engagement through mobile applications and social networking channels.Originality/valueThe E-SQ model is a helpful tool to understand the reasons underlying user satisfaction with cash-recycling ATMs. The results also contribute to the theoretical development of the E-SQ model through the integration of technological optimism as a contingent factor.

Airport passengers' adoption behaviour towards self-check-in Kiosk Services: the roles of perceived ease of use, perceived usefulness and need for human interaction

PurposeThe purpose of this paper is to examine the factors influencing passenger adoption and behaviour of self-service technology (SST) in airports. This study adopted the Theory Acceptance Model (TAM) and extended the model by including the need for human interaction (NI) construct in the study framework. Design/methodology/approachThe research framework is based on the theoretical concepts of SST usage from the inter-disciplinary field. Four hundred two questionnaires were collected from passengers who used the self-check-in kiosks in Kuala Lumpur International Airport (KLIA and KLIA2). The collected data were analysed using the structural equation modelling (SEM) technique. FindingsDifferent factors determine passengers' willingness and adoption of SSTs. Perceived ease of use and perceived usefulness significantly affect passenger adoption and behaviour of SSTs in airports. However, the passenger was much comfortable with the SST as the moderating effect of need for human interaction shows a negative result. Practical implicationsThe findings contribute to an understanding of how and why passengers use SSTs, which is critical from a customer relationship management (CRM) perspective. Better strategies can be developed to manage and coordinate SSTs delivery in the airport by understanding the passengers’ experience from the self-check-in kiosks. Originality/valueThis paper goes beyond the basic SSTs usage and intentions study by highlighting the nonimportance of human interaction in SSTs usage specifically by airport passengers.

The Antecedents of Tourists’ Continuous Usage Intention of Self-Service Technology in Taiwan

Self-service technologies (SSTs) have been widely implemented in tourism and air transport industry. SSTs provide a range of services for customers by changing the way tourists to interact with firms. Despite a growing number of publications about the adoption and usage of SSTs, the literature on the antecedents that influence the use of these SSTs by customers is rather limited. In this research, the authors developed the customer technology acceptance model that based on the TAMs and perceived control to explore the technology acceptance of customers in service. Using data from surveys of tourists in Taiwan (n = 390), the extended theory was tested by using structural equation model methods (SEMs). The results show that tourists are still hesitant to use SSTs because of their feelings regarding risks in SSTs when using SSTs. The findings provide a more comprehensive picture of how to implement self-service technologies strategy for service marketing.

Understanding the Attitudes and Purpose for the Usage of Self-service Technologies (SSTs) at the Airports

This study tried to understand the intention of technology adoption for web-based self-service technology (SST) pertaining to the airline sector in India. A survey-based approach was employed to acquire 458 responses. These responses were obtained from passengers who were using the airline’s service. The passengers were from three international airports that are located in Chennai, Hyderabad, and Bangalore. The partial least square structural equation modeling technique was employed to investigate the hypothesis. To recognize the influences on web-based SST(endogenous variables), along with the concept of adoption purpose as per the air passengers’ perceptions, the initial qualitative study joined the resultant literature examination in correspondence with the interview with focus groups. The following are the exogenous factors applied in the study; apparent usefulness: apparent ease of usage, trustworthiness, perceived risk, supposed behavioral regulator, subjective standard, word-of-mouth reports, apparent playfulness, and approach and adaptation purpose. Results specify factors that suggestively affect the intention to employ SSTs. Theoretical as well as managerial implications are deliberated on.

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

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.

Adding or destroying value? User experiences of tourism self-service technologies

PurposeThe global tourism industry is continuing to experience a change from high-touch to high-tech with the increasing implementation of self-service technologies (SSTs) such as hotel reservation websites, kiosk technologies at airports and smartphone applications. SSTs require active customer involvement in the service delivery process and as such, the customer serves as a co-creator of value along with the tourism provider. Although there are benefits to customer involvement in service provision, there is a risk that SST usage may also detract value from the service experience. Therefore, the purpose of this paper is to explore customer perspectives on their experiences of SST usage in a tourism context, through the theoretical lens of the service–dominant logic framework.Design/methodology/approachThis interpretivist study employs a two-stage qualitative methodology of short interviews with 133 participants at an international airport, followed by 32 in-depth interviews with SST users in a tourism context.FindingsSix diverse customer SST experiences are identified and then classified in terms of being either value-creating or value-destroying. The first two experiences accruing from SST usage, namely accomplishment and supportiveness, are deemed to be value-creating, while the experiences of lack of control, manipulation, concern about discrimination and social tension are deemed to be value-destroying.Originality/valueThe study responds to a gap in the literature regarding the concept and nature of customer value co-creation pertaining to the use of SSTs in a tourism context. The research findings indicate that value is not only created but may also be destroyed in the SST encounter. The study also illustrates that SST usage may have a strong social element in terms of the presence and role of other customers and employees. This challenges the consensus in the literature that SST usage reduces or removes human interaction.

Why is self-service technology (SST) unpopular? Extending the IS success model

PurposeSelf-service technology (SST) has become popular in many areas, but consumers from many countries still prefer human-provided services. Why is this so? The purpose of this paper is to understand the possible reasons by integrating two perspectives: personal characteristics marketing and the information systems success model (IS success model).Design/methodology/approachThe authors propose an integrated model and conduct an empirical questionnaire survey which generates a total of 345 valid responses.FindingsThe authors find that personal technology anxiety and the need for interpersonal interaction are critical factors that affect SST usage continuance intention. Furthermore, personal technology anxiety affects the consumer’s perception of the quality of both the information and the SST system itself, which determines the level of satisfaction and the intention to continue to use the system. Second, the IS success model perspective reveals that the following factors determine the level of perceived satisfaction with SST: information quality, system quality, enjoyment and design. However, only information quality and system quality affect the intention to continue SST usage. The authors also find that satisfaction and the need for interpersonal interaction also determine the SST usage continuance intention.Originality/valueThe IS success model is found to be helpful in understanding the underlying reasons for this. To aid in the development of successful future SSTs, these findings can be referenced by countries in which SST is not so popular. Our proposed model further enhances the theoretical development of the IS success model.