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Lookup NU author(s): Dr Cheng Wang
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Recent years have witnessed increased use of self-service technologies (SSTs) across the services sector, which has dramatically changed the nature of the service delivery process. Although an abundance of research has investigated how customers evaluate a new SST and what drives the initial adoption, little is known about how customers interact with, and adapt to, an SST after their first experience. Thus, this study focuses on the dynamic and complex process through which customers move from initial adoption to continued use, after repeated interactions with an SST. A three-wave longitudinal study examines how habit, self-efficacy, and satisfaction affect SST usage over time in a retailing context. The results indicate that as learning occurs and experience accumulates, customers’ continued use of an SST is initially largely rational driven (self-efficacy), then largely emotional driven (satisfaction), and, finally, habitual (habit). Over time, habit completely mediates the impact of intentions on future usage. The article concludes with a discussion of the managerial implications and directions for further research.
Author(s): Wang C, Harris J, Patterson P
Publication type: Article
Publication status: Published
Journal: Journal of Service Research
Year: 2013
Volume: 16
Issue: 3
Pages: 400-414
Print publication date: 23/01/2013
Date deposited: 18/02/2013
ISSN (print): 1094-6705
ISSN (electronic): 1552-7379
Publisher: Sage Publications, Inc.
URL: http://dx.doi.org/10.1177/1094670512473200
DOI: 10.1177/1094670512473200
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