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The role of other customers during self-service technology failure

Youjae Yi () and Seo Young Kim ()
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Youjae Yi: Seoul National University
Seo Young Kim: Seoul National University

Service Business, 2017, vol. 11, issue 4, No 1, 695-715

Abstract: Abstract Service recovery through inter-customer helping is especially meaningful in the self-service technology (SST) failure context because SSTs are associated with a high risk of failure due to the lack of face-to-face contacts with employees. In understanding the phenomenon of inter-customer helping, two fundamental questions are investigated in the current research: (1) does social influence play a role in customers’ helping decisions? and (2) what are the motives for helping? Through two experimental studies, we provide evidence that two different forms of social influence play a role in helping others during SST failures, and customers have self-centered (vs. other-centered) motives. Results from Study 1 showed that individuals in the private environment indicated more willingness to help than individuals in the public environment did due to heightened perceived responsibility. Study 2 revealed that tie strength influenced willingness to help via a dual pathway: perceived responsibility and social approach motives. Finally, we discuss and highlight the positive influence that self-centered motives can exert in the SST failure scene.

Keywords: Self-service technology (SST); Customer citizenship behavior (CCB); Service failure; Inter-customer helping; Helping behavior; Self-centered motives (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (10)

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DOI: 10.1007/s11628-016-0325-2

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