Abstract:
Currently Self-Service Technologies (SSTs) become prominent in many service transactions. However, customer reactions towards SSTs may vary according to their personal evaluation of its suitability. Although tremendous growth is visible in practice, there has been a little exploration of consumer reactions towards SSTs in academic research. Thus, this study aims at identifying customers’ personal judgements and emotional reactions towards SSTs. Based on the inductive approach, qualitative inquiries with semi-structured interviews were carried out with 25 individuals. Data were analyzed using thematic analysis approach and found five emotional reactions and nine personal judgements which individuals differently bear for SSTs. These findings will provide insights for SST providers on understanding what customers feel about SSTs and how should these be changed to enhance customer acceptance of SSTs.
