Title: Self-service technology and the moderating effects of consumer characteristics

Authors: Amanda Beatson

Addresses: School of Advertising, Marketing and Public Relations, Queensland University of Technology, 2 George St. 4001, Australia

Abstract: The incidence of self-service technology, where the consumer delivers the service themselves using technology, is increasing in the service encounter. One area that is under-explored is the potential impact of self-service technology on consumer satisfaction and affective commitment. Accordingly, this paper presents an empirical study that investigates the relative impact of self-service technology on consumer satisfaction (both overall and transaction-specific) and affective commitment, accounting for the moderating effects of consumer characteristics. The results highlight the importance of personal service for evaluations of satisfaction and commitment, and the importance of social competency as a moderator in this relationship. An understanding of these consumer perceptions will allow organisations to develop strategies to deliver the services expected by their consumers, improving consumer satisfaction and commitment.

Keywords: self-service technology; SST; affective commitment; overall satisfaction; transaction-specific satisfaction; moderators; consumer characteristics; customer satisfaction; personal service; social competency.

DOI: 10.1504/IJSTM.2010.034333

International Journal of Services Technology and Management, 2010 Vol.14 No.2/3, pp.278 - 302

Available online: 01 Aug 2010 *

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