The Impact of Attributions of Self-Service Technology Failures on Its Continued Use | ||||
| The Academic Journal of Contemporary Commercial Research | ||||
| Article 1, Volume 2, Issue 3, December 2022, Page 1-28 PDF (443.45 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ajccr.2022.277215 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Farida Muhammad Samy  ; Gamal Sayed AbdelAziz; Ola Tarek Elsayed
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| Faculty of Commerce, Cairo University, Giza, Egypt | ||||
| Abstract | ||||
| Self-service technologies are reshaping how services are created. However, customers sometimes encounter service failures during the use of these technologies. This paper aims to understand the impact of attributions of service failures on customer recovery expectancy and the continued use of the technology. The research adopted a scenario-based experimental design, where 370 responses were gathered online from automated teller machine users in Egypt. The findings reveal that external attributions of service failures have a significant negative impact on customer recovery expectancy. Moreover, stable attributions of all service failures have a significant negative impact on customer recovery expectancy and on continued use of the technology. Furthermore, customer recovery expectancy has a significant positive impact on the continued use of the technology. This research thus recommends that service firms shall design user-friendly and interactive self-service technologies with suitable tools for self-recovery. | ||||
| Keywords | ||||
| Service failure; Customer recovery expectancy; Attributions; continued use of self-service technologies | ||||
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