The impact of regulations and motivations on behavioural intentions of customers with self-service technology difficulties

Huanjun Ma, Jookyung Kwon and Jiseon Ahn

Current Issues in Tourism, 2024, vol. 27, issue 1, 142-153

Abstract: Due to the increase in self-service technology (SST) practices across various hospitality service settings, this paper analysed customers’ experience with SST. This study focused on the effect of regulations and motivations (interjected and integrated regulations, intrinsic, and extrinsic motivations) on patron behavioural intention among customers with SST difficulties in the restaurant industry. From 218 participants, the results of partial least squares structural equation modelling support the relative impact of interjected and integrated regulations in the formation of both intrinsic and extrinsic motivations. Also, the study identified the impact of intrinsic and extrinsic motivation on intention to use SST. Finally, the role of the service environment atmosphere (specifically, crowd and time pressure) on the relationship among regulations, motivations and behavioural intention is identified. For instance, the impact of interjected regulation on motivations is higher for customers with a high level of pressure, whereas integrated regulation shows a stronger effect when customers feel less pressure from crowds and time. Because the literature has focused on general customers, the findings inspire research of service studies by distinguishing the role of different types of regulations and motivation of customers with SST difficulties.

Date: 2024
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DOI: 10.1080/13683500.2023.2173056

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