A Three-Stage View of Perceived Control in Technology-Based Self-Services Recovery


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This study explored customer’s reactions to self-service technology (SST) failures. Drawing from the attribution and expectancy theory, we probed a psychological process customers undergo during SST failures, and in particular, the formation of customers’ expectation for fixing the problem by themselves. We also examined the behavioral intention and actual reactions customers take to recovery SST failures. In addition, we investigated the impacts of perceived interface interactivity and customer’s innovativeness on this process. The research model and hypotheses were tested via a computer-based experiment in car rental kiosk and intelligent ATM settings, with 296 subjects participated in four shopping malls in the U.S. Results provided support to most of the hypotheses. Theoretical and managerial implications of the findings are also discussed.


Psychology | Sales and Merchandising | Technology and Innovation

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