Self-service technology, consumer satisfaction and consumer commitment : a multigroup investigation

Self-service technology (SS1J enables consumers to complete services themselves using a technological interface. Studies of consumer satisfaction and commitment have typically focused on the impact of interpersonal interactions on consumer satisfaction and commitment; however, the impact of SST on these is under researched. Data are collected from 241 hotel guests to explore the impact of SST on consumer satisf action and on three dimensions of consumer commitment. Multi-group analysis is conducted to examine the possible moderating impacts of consumer type, and frequency of interaction with personal-service and SST on the relationship between consumers' evaluations of services and their overall satisfaction with, and commitment to, the service organisation. Our results suggest personal-service is more important than SST fo r creating consumer satisfaction and commitment. Additionally. the degree of interaction between hotel guests and staff impacts the contribution that consumers' evaluations ofpersonal-service attributes make to their overall satisf action with the service. These findings provide insights into the roles of SST and personal-service in service encounters.