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


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


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

    1. He, Yi & Chen, Qimei & Alden, Dana L., 2012. "Consumption in the public eye: The influence of social presence on service experience," Journal of Business Research, Elsevier, vol. 65(3), pages 302-310.
    2. Foxall, Gordon R. & Yani-de-Soriano, M. Mirella, 2005. "Situational influences on consumers' attitudes and behavior," Journal of Business Research, Elsevier, vol. 58(4), pages 518-525, April.
    3. repec:eee:jouret:v:85:y:2009:i:1:p:31-41 is not listed on IDEAS
    4. Wendel,Sonja & Dellaert,Benedict G.C., 2005. "Situation Variation in Consumers’ Media Channel Consideration," Research Memorandum 005, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    5. McGrath, Mary Ann & Otnes, Cele, 1995. "Unacquainted influencers: When strangers interact in the retail setting," Journal of Business Research, Elsevier, vol. 32(3), pages 261-272, March.
    6. Pan, Yue & Siemens, Jennifer Christie, 2011. "The differential effects of retail density: An investigation of goods versus service settings," Journal of Business Research, Elsevier, vol. 64(2), pages 105-112, February.
    7. Oh, Haemoon & Jeong, Miyoung & Baloglu, Seyhmus, 2013. "Tourists' adoption of self-service technologies at resort hotels," Journal of Business Research, Elsevier, vol. 66(6), pages 692-699.
    8. repec:eee:jouret:v:87:y:2011:i:2:p:194-206 is not listed on IDEAS
    9. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 2(3), pages 157-164, December.
    10. Kumar, V. & Karande, Kiran, 2000. "The Effect of Retail Store Environment on Retailer Performance," Journal of Business Research, Elsevier, vol. 49(2), pages 167-181, August.
    11. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
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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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