Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters

TLDR

Self‑service technologies are reshaping customer interactions, yet most research has focused on interpersonal dynamics, leaving a gap in understanding technology‑based service encounters. The study employed a critical‑incident survey of over 800 SST interactions, categorizing incidents to identify sources of satisfaction and dissatisfaction. Analysis revealed that incident categories linked to customer attributions, complaint behavior, word‑of‑mouth, and repeat purchase intentions, offering managerial and research implications.

Abstract

Self-service technologies (SSTs) are increasingly changing the way customers interact with firms to create service outcomes. Given that the emphasis in the academic literature has focused almost exclusively on the interpersonal dynamics of service encounters, there is much to be learned about customer interactions with technology-based self-service delivery options. In this research, the authors describe the results of a critical incident study based on more than 800 incidents involving SSTs solicited from customers through a Web-based survey. The authors categorize these incidents to discern the sources of satisfaction and dissatisfaction with SSTs. The authors present a discussion of the resulting critical incident categories and their relationship to customer attributions, complaining behavior, word of mouth, and repeat purchase intentions, which is followed by implications for managers and researchers.