The Effects of Consumer Readiness on the Adoption of Self-Service Technology: Moderating Effects of Consumer Traits and Situational Factors

Hyeon-Sook Shim, Sang-Lin Han and Joseph Ha
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Hyeon-Sook Shim: Department of Business Administration, Baewha Women’s University, Seoul 03039, Korea
Sang-Lin Han: Division of Business Administration, Hanyang University, Seoul 04763, Korea
Joseph Ha: Department of Business, Hawaii Pacific University, Honolulu, HI 96813, USA

Sustainability, 2020, vol. 13, issue 1, 1-17

Abstract: Self Service Technology (SST] refers to technological interfaces that enable customers to produce a service independently, without service employees’ direct involvement. Because of the recent technological evolution and rising labor costs, most companies in the retail and service industries tend to use more technology-based SST options. This study tried to investigate the effects of technology readiness and consumer readiness on SST service quality, attitude toward using SST, and intention to use SST in the restaurants. This study verified that consumer readiness as well as technology readiness is a significant leading variable that influences perceived SST service quality that previous studies have not dealt with. The results of this study can provide various suggestions regarding the recent technology-based customer services from the practical point of view.

Keywords: self-service technology; consumer readiness; technology readiness; SST service quality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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