How does Self- Service Technologies Involuntary Use Affect Customers’ Comfort, Satisfaction, and Intention to Reuse?

Abstract

In response to an increasing labor cost and a rapid growth of innovation in technology, many firms are applying new technologies into their service delivery processes. The introduction of SSTs has provided many advantages, such as faster transaction speed and lower handling fees. Although previous studies show the positive relationship between the level of perceived benefits and the involuntary use SSTs and customer’s comfort, whether the level of innovativeness and benefits can affect the relationship of involuntary use SSTs and customer’s comfort is uncertain. In this research, we established and examined a noble research model and explored the relationship of customer comfort and involuntary use, which was affected by two moderators based on a sample of 345 customers in Korea. The findings indicate that involuntary use negatively relates to consumer comfort on using SSTs moreover perceived benefits and customer innovativeness of SSTs can moderate the effect of involuntary use on customer's comfort. In addition, managerial recommendations are also suggested for managers to establish strategies for the application of SSTs into their services.