https://orcid.org/0000-0002-2177-6962
![Sample our Computer Science journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5928/TOC-Subject-Sample-2021-Computer-Science.jpg"})
Abstract
Many struggle with adapting to widespread self-service technology (SST). Existing studies overlook user difficulties and their impact, neglecting the burden experienced. Little attention has been given to understanding the relationship between user burden, dissatisfaction with SST or store, and loyalty. We investigated situational factors affecting the SST user burden and its association with dissatisfaction, reuse, and revisit intentions. Additionally, we explored potential differences in these relationships between younger and older generations. Conducting a scenario-based survey of restaurant kiosk users (with varying numbers of people waiting) and utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis (484 participants), we found consistent user burden variables influencing dissatisfaction with SST, but differing variables for dissatisfaction with store between age groups. Moreover, technology experience moderates this effect only in the elderly model. Our findings contribute to understanding negative aspects, such as user burden and dissatisfaction with SST, enriching SST literature and loyalty theory.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Yuna Ro
Yuna Ro is currently a PhD candidate in the College of Business Administration at Seoul National University. She received her MS degree in Urban Administration from the University of Seoul. Her research interests are in the domains of Digital Strategy, Social Media Data Analytics.
Boram Kwon
Boram Kwon is an assistant professor in the College of Business, Chosun University. She received her PhD in the College of Business Administration at the Seoul National University. Her research interests include Digital Strategy, Business Analytics and Human Behavior in IS.