Strategic consequences of self-service technology evaluations

This article develops a conceptual model of self-service technology (SST) evaluations on customer-centric (loyalty, trust, and word of mouth) and firm-centric (profitability and enterprise value) strategic consequences to guide future research and help practitioners better understand the potential b...

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Bibliographic Details
Published in:Journal of strategic marketing 2019-04, Vol.27 (3), p.268-279
Main Authors: Taillon, Brian J., Huhmann, Bruce A.
Format: Article
Language:English
Subjects:
customer satisfaction
enterprise value
loyalty
marketing strategy
Self-service technology
trust
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Summary:This article develops a conceptual model of self-service technology (SST) evaluations on customer-centric (loyalty, trust, and word of mouth) and firm-centric (profitability and enterprise value) strategic consequences to guide future research and help practitioners better understand the potential benefits and risks associated with satisfied (dissatisfied) SST customers. An SST evaluation is a post-use assessment of service quality and performance perceptions during an SST service encounter. This article synthesizes prior research to develop generalizations about conceptual relationships with and among the outcomes of SST evaluations. Iterative positive (negative) SST encounters cumulatively improve (diminish) customer relationships and the marketer's financial success. Given the phenomenal rise and anticipated growth in SST use, this model provides a much-needed framework to organize the emerging literature into a coherent structure that summarizes past research and guides new discoveries about the implications of SST service evaluations through a set of research propositions based in marketing theory.
ISSN:0965-254X
1466-4488
DOI:10.1080/0965254X.2017.1411387