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Why the little things matter: Exploring situational influences on customers' self-service technology decisions

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  • Collier, Joel E.
  • Moore, Robert S.
  • Horky, Alisha
  • Moore, Melissa L.

Abstract

The bulk of self-service research has focused on customers' static attitudes toward the technology while failing to note that situational influences can often have just as much, if not more, influence on a customer's decision to approach or avoid a self-service technology (SST). Exploring the importance of these situational influences, the authors conceptualize and empirically test a model of situational influences on customers' perceived time pressure, shopping effectiveness, and attitude toward using an SST. The results of a national panel database study found that during the SST transaction, four situational variables—order size, wait-time tolerance, location convenience, and employee presence—all had a strong influence in customers' SST decisions. Managerial implications are provided about the importance of accounting for situational influences in the adoption and implementation of SSTs going forward.

Suggested Citation

  • Collier, Joel E. & Moore, Robert S. & Horky, Alisha & Moore, Melissa L., 2015. "Why the little things matter: Exploring situational influences on customers' self-service technology decisions," Journal of Business Research, Elsevier, vol. 68(3), pages 703-710.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:703-710
    DOI: 10.1016/j.jbusres.2014.08.001
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    4. Sandipan S. Sen & Aliosha Alexandrov & Subhash Jha & William C. McDowell & Emin Babakus, 2023. "Convenient = competitive? How Brick-And-Mortar Retailers can cope with Online Competition," Review of Managerial Science, Springer, vol. 17(5), pages 1615-1643, July.
    5. Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya, 2022. "Organizational resilience and internal branding: investigating the effects triggered by self-service technology," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 420-433, July.
    6. Michela C. Mason & Francesco Massara & Francesco Raggiotto, 2022. "An analysis of the relationships between human, technological and physical factors in the retail banking sector," Italian Journal of Marketing, Springer, vol. 2022(2), pages 249-266, June.
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    10. Virginie Schweitzer & Françoise Simon, 2021. "Self-construals as the locus of paradoxical consumer empowerment in self-service retail technology environments," Post-Print hal-03110766, HAL.
    11. Cheolho Yoon & Byongcheon Choi, 2020. "Role of Situational Dependence in the Use of Self-Service Technology," Sustainability, MDPI, vol. 12(11), pages 1-11, June.
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    13. Roy, Sanjit Kumar & Balaji, M S & Sadeque, Saalem & Nguyen, Bang & Melewar, T C, 2017. "Constituents and consequences of smart customer experience in retailing," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 257-270.

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