Self-service technology effectiveness: the role of design features and individual traits

Self-service technologies (SSTs), such as in-store kiosks, are increasingly prevalent and becoming a critical component of marketing. Researchers and practitioners alike have recognized the need to understand the effectiveness of these computer-based innovations for self-services—in particular, how to strengthen customers’ perceived control over and evaluations of SSTs. Drawing on the resource-matching theory and the technology-based services and self-services literature, the authors hypothesize the interactive effects of two SST design features—namely, comparative information and interactivity—on customers’ perceived control and interface evaluations. The authors then propose that the interaction pattern is further moderated by two individual traits: prior experience and technology readiness. The hypotheses are tested in two separate computer-based experiments with representative samples of the general U.S. population in a shopping environment. The findings support the hypotheses, enhancing knowledge in this emerging domain and providing important implications for managers and researchers.