How does self-service technologies involuntary use affect customers’ intention to reuse?

Abstract

In response to rising labor costs and the rapid growth of technological innovation, many companies are adopting new technologies in their service processes. The adoption of Self-Service Technologies (SST) has brought many benefits, such as faster transaction speed and lower processing fees. Although previous studies show a positive relationship between the level of perceived benefits and involuntary use of SSTs and customer convenience, it is uncertain whether the level of innovation and benefits can influence the relationship between involuntary use of SSTs and customer convenience. In this study, we set up a noble research model and investigated the relationship between customer convenience and involuntary use, which was influenced by two moderators based on a sample of 345 customers in Korea. The results suggest that involuntary use is negatively related to customers’ comfort in using SSTs. Moreover, the perceived usefulness and innovativeness of SSTs may moderate the effect of involuntary use on customers’ comfort. Furthermore, managerial recommendations are proposed for managers to develop strategies for applying SSTs in their services.

Key Factors Influencing Customer Satisfaction and Intention to Reuse Food Ordering Apps

“…According to research by Venkatesh and Zhang (2010), the UTAUT can explain 70% of situations where there is an intention to use technology and 50% of situations where technology is used. Moreover, various studies have demonstrated that in different market contexts and different products/services, the influencing factors and influence levels are also different when using the UTAUT2 model; on this topic, food delivery services on smartphones in Vietnam represent a specific context for in-depth research (Hoang & Lam, 2020). Numerous factors influence customers' purchasing decisions in general.…”

“…Food delivery services on mobile apps in Vietnam are growing but still small compared with the market in the wider region and the world (Hoang & Lam, 2020). When applying mobile apps in this type of enterprise, one must also consider improving support for customers' satisfaction and intention to use products/services.…”

“…In Vietnam, food delivery services on mobile apps are growing but still limited compared with regional and global markets (Hoang & Lam, 2020). The business of delivering meals from restaurants and shops to consumers has changed from phone ordering systems and takeout counters to websites and mobile apps (Kang & Namkung, 2019).…”

“…As a result, FOAs represent an excellent opportunity for use in business activities. Recently, academics have focused their attention on people's desire to continue using technology-based services (Hoang & Lam, 2020). A need exists to study and widen the theory of consumer behaviour to FOAs as well as to contribute to their practice.…”

“…Users can choose from among many forms of payment, such as cash and e-wallets. The advantages of food delivery services have grown along with the demand for them (Hoang & Lam, 2020). Time has been saved and the culinary tastes of many consumers, particularly those who reside in large cities, have been met thanks to the ease of services and the number of meals available on a range of apps.…”