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The role of other customers during self-service technology failure

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  • Youjae Yi

    (Seoul National University)

  • Seo Young Kim

    (Seoul National University)

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.

Suggested Citation

  • Youjae Yi & Seo Young Kim, 2017. "The role of other customers during self-service technology failure," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 695-715, December.
    • Handle: RePEc:spr:svcbiz:v:11:y:2017:i:4:d:10.1007_s11628-016-0325-2
    DOI: 10.1007/s11628-016-0325-2
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    5. Chen, Xin & Guo, Shuojia & Xiong, Jie & Ye, Zhuxin, 2023. "Customer engagement, dependence and loyalty: An empirical study of Chinese customers in multitouch service encounters," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    6. Tonder, Estelle van & Saunders, Stephen Graham & Lisita, Inonge Theresa & de Beer, Leon Tielman, 2018. "The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 92-102.
    7. Hyeon Mo Jeon & Hye Jin Sung & Hyun Young Kim, 2020. "Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness," Service Business, Springer;Pan-Pacific Business Association, vol. 14(4), pages 533-551, December.
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