Purpose

The growth of self-service technologies (SST) in the retail sector has led to an increased prevalence of SST failures, and spurred academic debate on customer self-recovery of the failed services. This study sets out to explore why customers prefer or decline to engage in self-recovery. A framework integrating elements from self-determination theory and theory of planned behavior is developed to explore the impact of motivational factors, attitudes and self-efficacy on self-recovery intention.

Design/methodology/approach

Structural equation modeling (SEM) was used to analyze the sample consisting of 297 users of retail kiosks in convenience stores.

Findings

The results revealed that intrinsic motivation and identified regulation directly affect customers' attitude and intention to engage in self-recovery. Despite an insignificant direct relationship, external regulation impacted self-recovery intention through attitude. Further, the association between intrinsic motivation and self-recovery intention is moderated by self-efficacy.

Originality/value

Much of the extant SST recovery literature has focused on company-rendered service recovery, providing little guidance to firms on how to promote self-recovery among customers. The integrated motivational-cognitive theoretical base in this study allows for a more differentiated inquiry into the factors shaping self-recovery intention, resulting in a deeper understanding of this topic. The novel insights will help retailers develop effective strategies for promoting self-recovery among users of retail kiosks.

中文翻译：

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自助服务技术失败后的自我恢复：动机和自我效能重要吗？

目的

零售业自助服务技术 (SST) 的发展导致 SST 故障越来越普遍，并引发了关于客户自行恢复故障服务的学术辩论。本研究旨在探讨为什么客户更喜欢或拒绝进行自我恢复。开发了一个整合自我决定理论和计划行为理论要素的框架，以探讨动机因素、态度和自我效能对自我恢复意图的影响。

设计/方法论/途径

使用结构方程模型 (SEM) 分析了由 297 名便利店零售亭用户组成的样本。

发现

结果表明，内在动机和识别调节直接影响顾客进行自我康复的态度和意图。尽管直接关系不显着，但外部调节通过态度影响自我恢复意愿。此外，内在动机和自我恢复意图之间的关联受到自我效能的调节。

原创性/价值

现有的大部分 SST 恢复文献都集中在公司提供的服务恢复上，几乎没有为公司如何促进客户自我恢复提供指导。本研究中综合的动机认知理论基础允许对塑造自我恢复意图的因素进行更差异化的探究，从而对这一主题有更深入的理解。这些新颖的见解将帮助零售商制定有效的策略，促进零售亭用户的自我恢复。