Purpose Historically, firms have dedicated an abundance of resources in the pursuit of customer satisfaction and its corresponding favorable consequences. However, research indicates that customer satisfaction may not necessarily result in the outcomes pursued. This paper aims to focus on the...

A majority of the previous self-service research has been completed in a utilitarian environment where concepts such as efficiency reign supreme. In a hedonic oriented self-service, efficiency may not be the only goal. In response to this question, the current research evaluates how task...