Self-recovery after self-service technology failures: do motivations and self-efficacy matter?

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.

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

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.

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.