Determining consumer satisfaction and commitment through self-service technology and personal service usage

Beatson, Amanda T., Coote, Leonard V., & Rudd, John (2006) Determining consumer satisfaction and commitment through self-service technology and personal service usage. Journal of Marketing Management, 22, pp. 853-882.


This paper expands research into self-service technology in the service encounter. Self-service technology is where customers deliver service themselves using some form of a technological interface. There is still a great deal unknown about self-service technology, in particular its impact on consumer satisfaction and consumer commitment. With that in mind, this empirical study explores the relative impact of self-service technology on consumer satisfaction and on a multidimensional measure of consumer commitment containing affective commitment, temporal commitment and instrumental commitment. The results reveal that in a hotel context personal service still remains very important for assessments of satisfaction, and affective and temporal commitment. What is particularly interesting is that self-service technology, while impacting these constructs, also impacts instrumental commitment. This suggests that positive evaluations of self-service technology may tie consumers into relationships with hotels. A discussion and implications for managers are provided on these and other results, and the paper is concluded with further potential research.

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ID Code: 21113
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Self-Service Technology, Personal Service, Customer Satisfaction, Commitment, Service Encounter
ISSN: 0267-257X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 Westburn Publishers Ltd.
Deposited On: 11 Jun 2009 22:16
Last Modified: 29 Feb 2012 13:21

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