Antecedents of Perceived Risk and Their Influence on Satisfaction and Behavioral Intention toward Self-Service. Technologies

The aim of this study is to examine the influence of two critical antecedents-technical reliability and technology trust of perceived risk on customer satisfaction, and behavioral intention toward self-service technologies (SSTs). A conceptual framework is proposed and its subsequent hypotheses are tested. Results of 95 self-administered questionnaires indicate that when the degree of perceived risk is abated customer have a propensity to be satisfied with SSTs followed by positive behavioral intentions toward SSTs and would like to continue with technology-enabled services. The study also implies that high technical reliability and technology trust are two most important antecedents of perceived risk which help to lessen perceived risk and thus increase the satisfaction. Implications for executives; further research direction and shortcomings of the study have been placed.