Examining the effect of service experiences on the attitude towards and intention on using self-service technology

The intention of using self-service technology (SST) has been well documented in the marketing literature and researchers find that usefulness, ease of use, need for interaction, risk, technology anxiety, technology readiness, reliability and customers´ personal factors all play a role in customers´ intention on using SST. Yet few efforts have been made to examine how service experiences influence the intention of using SST. The main purpose of our current research is to fill this gap. With our research results, we propose that (1) the service experience of SST usage, which includes core service, employee service and servicescape, has a significant positive effect on customers´ attitude towards SST and that (2) attitude towards SST has a significant positive effect on customers´ intention on using SST. To our knowledge, this is the first research to look into the relationship between service experience and the intention on using SST. Thus, our conclusions not only are of theoretical significance but also contribute to the companies by advising them on how to improve customers´ service experiences.