Only If It Is Convenient: Understanding How Convenience Influences Self-Service Technology Evaluation

Self-service technologies (SSTs) can help firms reduce labor costs while providing more channel options, but customers must be convinced of their value before foregoing a full service alternative. To understand how customers evaluate an SST, the authors conducted three studies to analyze the importance of convenience in the evaluation process along with exploring what constructs ultimately influence customers' need for human interaction with an SST. Surveying both users' experiences with an SST and also nonusers' perceptions of an SST, a comprehensive analysis was undertaken to assess the perceived benefits of using an SST. In Study 1, the authors found that convenience had a strong positive effect on the perceived accuracy, speed, and exploration intentions of an SST. Building on these results, Studies 2 and 3 reveal that SST users have a lower need for interaction when they are satisfied with an SST, while nonusers' trust perceptions had the greatest influence on the need for human interaction during an SST transaction. The authors discovered that user satisfaction can be enhanced by focusing on the speed and accuracy of an SST, whereas nonusers' perceptions of accuracy and exploration increased the trust placed in an SST.