Journal
JOURNAL OF SERVICE RESEARCH
Volume 11, Issue 4, Pages 407-428Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/1094670509333237
Keywords
self-efficacy; self-service; credibility; argument quality; engagement
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Firms increasingly offer customers the opportunity to coproduce self-service Using online technologies. This requires novice customers to adopt a new role and engage in information search. This is particularly challenging in complex, high-risk services, such as online investment trading. Actively managing customers' task-specific self-confidence, or self-efficacy. in these types of technology-based self-service (TBSS) may convert novice customers into regular users and thereby increase return on investments. The authors show that self-efficacy increases novice customers' financial performance perceptions, service value evaluations, and future usage intentions. During online information search, novices focus on credibility and argument quality cues to determine their self-efficacy. The effects differ across information sources; third-party credibility and firm argument quality are most influential. Moreover, when consumers are highly engaged in their self-service role, the impact of credibility is strengthened, whereas that of argument quality is attenuated.
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