Customer Choice of Self-Service Kiosks in Service Transactions

Abstract

Purpose: This paper aims at creating a sense of understanding about the reasons for customer choices when it comes to self-service kiosks in performing service transactions. Design/methodology/approach: In exploring the research aims, semi-structured interviews were conducted with twenty-five selected customers based on a nonprobabilistic purposeful sampling method and data were analysed using the application of a thematic analysis method. Findings: The study found that nine primary factors played a role in a customer’ choice of self-service kiosks. These factors were classified into three conceptual domains as factors related to ‘self-service technologies’, ‘individuals’ and ‘society.’ Research Limitations/Implications: The study is exploratory and was conducted with 25 respondents. Further, it was limited to kiosks disregarding other types of SelfService-Technologies (SSTs). Thus, findings may not be able to generalize all types of SSTs or to a larger population. Practical Implications: This classification provides a holistic picture on SST acceptance, particularly self-service kiosks, which was lacking in previous research work. The study draws the attention of practitioners to ensure whether the SST Kiosks provided by them are positively linked with these varieties of influences in motivating customer acceptance. Originality/Value: This can be considered as a frontier study, which provides a novel understanding on reasons behind customer’s choice in SST kiosks that enhance the scientific utility of the paper. As practical utilities, it guides service providers on designing and delivering their technological interfaces to match customer expectations which gain competitive advantages in return.