How does self-service technologies involuntary use affect customers’ intention to reuse?

In response to rising labor costs and the rapid growth of technological innovation, many companies are adopting new technologies in their service processes. The adoption of Self-Service Technologies (SST) has brought many benefits, such as faster transaction speed and lower processing fees. Although previous studies show a positive relationship between the level of perceived benefits and involuntary use of SSTs and customer convenience, it is uncertain whether the level of innovation and benefits can influence the relationship between involuntary use of SSTs and customer convenience. In this study, we set up a noble research model and investigated the relationship between customer convenience and involuntary use, which was influenced by two moderators based on a sample of 345 customers in Korea. The results suggest that involuntary use is negatively related to customers’ comfort in using SSTs. Moreover, the perceived usefulness and innovativeness of SSTs may moderate the effect of involuntary use on customers’ comfort. Furthermore, managerial recommendations are proposed for managers to develop strategies for applying SSTs in their services.