Why the little things matter: Exploring situational influences on customers' self-service technology decisions

Joel E. Collier, Robert S. Moore, Alisha Horky and Melissa L. Moore

Journal of Business Research, 2015, vol. 68, issue 3, 703-710

Abstract: The bulk of self-service research has focused on customers' static attitudes toward the technology while failing to note that situational influences can often have just as much, if not more, influence on a customer's decision to approach or avoid a self-service technology (SST). Exploring the importance of these situational influences, the authors conceptualize and empirically test a model of situational influences on customers' perceived time pressure, shopping effectiveness, and attitude toward using an SST. The results of a national panel database study found that during the SST transaction, four situational variables—order size, wait-time tolerance, location convenience, and employee presence—all had a strong influence in customers' SST decisions. Managerial implications are provided about the importance of accounting for situational influences in the adoption and implementation of SSTs going forward.

Keywords: Self-service; Situational influences; Convenience; Time pressure; Resource matching (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:3:p:703-710

DOI: 10.1016/j.jbusres.2014.08.001

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