ENCOURAGING EXISTING CUSTOMERS TO SWITCH TO SELF-SERVICE TECHNOLOGIES: PUT A LITTLE FUN IN THEIR LIVES

This research examines factors influencing the consumer decision to alter how to interact with a firm and adopt a new technology-based means of consuming a service. Two central factors in the introduction of self-service technologies (SSTs) are the use of the technology and that the customer must change existing behavior patterns. A structural model relating attitudes and anticipated outcomes to intentions to change existing behavior is tested in a banking context. Key findings are theoretical (anticipated outcomes with attitudes are better predictors of intentions) and practical (fun is more important than utility influencing adoption of SSTs, even in a banking context not normally associated with fun). We conclude with managerial implications and directions for future research.