Importance of voluntary usage among customers with difficulty using self-service technology (SST)

Despite the growth in self-service technology (SST) usage in service settings, SST-centric service is difficult for some customers. Thus, this paper addresses how voluntary use of SST influences customers' SST behavior based on a cognitive-affective-conative framework. Questionnaire data were collected from customers with difficulties using SST in the United States. Hypotheses were tested using partial least squares structural equation modeling with SmartPLS. The model sample comprised 218 retail service customers. Results showed that voluntary use positively impacts customer attitudes toward both SST and the service provider, which directly affects recommendation and repurchase intentions. Also, customer demographic characteristics were examined and indicated that the impact of voluntary use of SST on customer attitude is stronger among male, young, and low-income customers. This study highlights the importance of not forcing customers to use SST, especially when they have difficulties.