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

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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)

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.

Suggested Citation

  • Hyeon-Sook Shim & Sang-Lin Han & Joseph Ha, 2020. "The Effects of Consumer Readiness on the Adoption of Self-Service Technology: Moderating Effects of Consumer Traits and Situational Factors," Sustainability, MDPI, vol. 13(1), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:95-:d:467503
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    References listed on IDEAS

    as
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    3. Muhammad Shahid Iqbal & Masood Ul Hassan & Ume Habibah, 2018. "Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1423770-142, January.
    4. Masood Ul Hassan & Muhammad Shahid Iqbal & Ume Habibah, 2020. "Self-Service Technology Service Quality: Building Loyalty and Intention Through Technology Trust in Pakistani Service Sector," SAGE Open, , vol. 10(2), pages 21582440209, June.
    5. Dabholkar, Pratibha A, 1994. "Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 100-118, June.
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    Cited by:

    1. Shan Sun & Younghwan Pan, 2023. "Effects of Service Quality and Service Convenience on Customer Satisfaction and Loyalty in Self-Service Fitness Centers: Differences between Staffed and Unstaffed Services," Sustainability, MDPI, vol. 15(19), pages 1-28, September.

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