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

Author

Listed:
  • 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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    References listed on IDEAS

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    1. repec:eee:tefoso:v:124:y:2017:i:c:p:257-270 is not listed on IDEAS

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