Self-service delight: Exploring the hedonic aspects of self-service

A majority of the previous self-service research has been completed in a utilitarian environment where concepts such as efficiency reign supreme. In a hedonic oriented self-service, efficiency may not be the only goal. In response to this question, the current research evaluates how task uncertainty, servicescape, perceived control and perceived time pressure impact efficiency and fun. The latter constructs are then linked directly to customer delight. Results indicate that in a hedonic oriented self-service environment fun alone is a significant predictor of customer delight. Managerial implications stemming from the empirical findings are discussed along with directions for future research.