Self-service technology and the moderating effects of consumer characteristics

The incidence of self-service technology, where the consumer delivers the service themselves using technology, is increasing in the service encounter. The majority of research into the service encounter has explored the more traditional encounter, that involving the consumer and a service provider. Consequently, there is still a great deal unknown about self-service technology. One area that is under explored is the potential impact of self-service technology on consumer satisfaction and affective commitment. Previous research into the service encounter has highlighted the importance of personal service in these outcomes. The question raised, therefore, is what is the potential impact on these outcomes when self-service technology is then introduced? Accordingly, this paper presents a framework and empirical study for increasing our comprehension of this research area. In addition to direct effects between satisfaction with personal service and self-service technology, overall satisfaction and affective commitment, a series of moderating effects focusing on consumer characteristics are also investigated in this study. The results highlight the importance of personal service for evaluations of satisfaction and commitment and also highlight the importance of social competency as a moderator in this relationship. By understanding consumer perceptions of self-service technology in the service encounter service organizations will be better placed to develop strategies to deliver the services expected by their consumers with the overall aim to improve consumer satisfaction and commitment.