AFFORDANCE-BASED VIEW OF THE EFFECTS OF SELF-SERVICE TECHNOLOGY INTERACTIONS ON POST-PURCHASE BEHAVIORAL INTENTION

Year 2020, Volume: 7 Issue: 1, 1 - 17, 30.03.2020

Ching-hua Chou Yuan-shuh Lıı

https://doi.org/10.17261/Pressacademia.2020.1193

Abstract

Purpose- The purpose of this study is to explore the influence of SST interaction experiences on service quality, consumer satisfaction, and the subsequent behavioral intentions of electronic word-of-mouth and repurchase.
Methodology- The research design adopts the convenience sampling method to survey consumers of an SST hotel located in central Taiwan, utilizing an on-site questionnaire upon checkout.
Findings- Findings indicate that interaction experiences, such as functional affordance and cognitive affordance, have a positive effect on SST's service quality and satisfaction. Customers with an excellent evaluation of SST service quality are more likely to be satisfied with SST and more willing to recommend or choose the same service in the future. Results also suggest that perceived self-control has a moderating effect on the relationship between cognitive affordance and SST service quality and satisfaction with SST.
Conclusion- This study develops a new model of the self-service technology (SST) interaction experience. This new model fills a research gap by providing an empirical study of the repeated use and commitment phases of the SST adoption model grounded in innovation diffusion theory.

Keywords

Self-service technology (SST), interaction experience, service quality, electronic word-of-mouth (eWOM), repurchase intention

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