Self-service technologies (SSTs) in airline services: multimediating effects of flow experience and SST evaluation

Abstract

Purpose This study aims to investigate the effects of consumers’ motivations on behavioral intention to use self-service technology (SST) in airline services exploring multimediating effects of flow experience and SST evaluation in Stimulus-Organism-Response model. Design/methodology/approach An online survey was conducted with quota sampling based on age group who had experiences of SSTs usage at the Incheon International Airport in South Korea. A total of 286 responses were used for the data analysis with structural equation modeling to examine the proposed model and the multimediating effects. Findings The results showed that consumers’ intrinsic and extrinsic motivations had positive impacts on their flow experience, SST evaluation and behavioral intention to use airline SSTs. Their flow experience had a positive influence on SST evaluation, and their SST evaluation influenced behavioral intention to use airline SSTs. Consumers’ flow experience and SST evaluation mediated the relationship between intrinsic and extrinsic motivations and behavioral intention to use airline SSTs. Practical implications It is important for customers to perceive extrinsic motivation such as speed, convenience and efficiency for the smooth process of airline SSTs at the airport. SST evaluation plays a key role to increase customers’ behavioral intention to use airline SSTs. Originality/value This study extends the understanding of consumers’ intrinsic and extrinsic motivations, flow experience, SST evaluation and behavioral intentions to use SST in airline services by building on a model. Especially, findings of the (multi)mediating effects of customers’ perceived flow and SST evaluation on the relationship between motivations and behavioral intention to use airline SSTs might provide better guidelines for managers to incorporate SSTs, to increase operational efficiency and to boost customer experiences.

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

“…In addition, the findings align with prior SST-related research suggesting that intrinsic motivation leads to a higher propensity to SST adoption intentions (Ma et al. , 2023; Moon and Lee, 2022).…”

“…While these two theories have been used in previous research to predict SST usage intention (Leung and Matanda, 2013; Ma et al. , 2023; Moon and Lee, 2022), this study applies the dual framework to explore the self-recovery intention of failed SST services, thus enhancing the generalizability of SDT and TPB in various contexts.…”

“…In a situation of SST failure, although self-recovery requires customers to invest more time and effort, it is an enjoyable and pleasurable experience, especially when customers resolve the errors successfully (Dong et al, 2008;Meuter et al, 2005). Additionally, Moon and Lee (2022) noted that completing a service task without the assistance of the service employees is what satisfies customers. In a similar vein, customers are likely to have a sense of joy and satisfaction when they successfully resolve SST failures by themselves.…”

The bright and dark sides of hotel kiosks: an empirical study

“…Thus, the current research provides new insights about the role of perceived convenience, a factor that received substantial attention in the self-service technology literature (e.g. Meuter et al , 2000; Moon and Lee, 2022; Pujari, 2004). This study also contributes to the theory of interpersonal behavior (Triandis, 1980) literature by testifying that convenience (i.e.…”

Management of Service Quality With Involvement of Technological Developments in Organizations

“…Customers should clearly understand their roles and responsibilities in the self-service process. They should be assured about the benefits received from such technologies, and must be confident that they can use the technology themselves without much external support (Moon & Lee, 2022). However, it should also be remembered that self-service technologies are not for everyone.…”