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Self-Service Technology Recovery: The Effect of Recovery Initiation and Locus of Responsibility
Journal of Interactive Marketing ( IF 11.8 ) Pub Date : 2020-10-27 , DOI: 10.1016/j.intmar.2020.09.001
Hung M. Dao , Aristeidis Theotokis

Failures of self-service technologies (SSTs) are commonplace, yet empirical investigations into effective SST recovery methods are still few and far between. This research investigates two important elements of SST recovery using three experimental studies, namely recovery initiation and locus of responsibility. Studies 1 and 2 reveal that employee-initiated recovery (vs. customer-initiated recovery) leads to higher repurchase intentions when the SST failure is due to a technological error, but customer-initiated recovery leads to better results when the failure is due to a customer error. Further investigation into the underlying mechanism indicates that recovery disconfirmation mediates the process. Study 3 shows that when employees are not around the service area, SST-initiated recovery enhances purchase intentions after the technological failures of SSTs. This research provides important managerial and theoretical implications for service and technology management.



中文翻译:

自助服务技术恢复:恢复启动的影响和责任源头

自助服务技术(SST)的失败很普遍,但是对有效的SST恢复方法的实证研究仍然很少,而且相差甚远。这项研究使用三个实验研究来研究SST恢复的两个重要元素,即恢复启动和责任源。研究1和2表明,当SST故障是由于技术错误导致的时,员工启动的恢复(相对于客户启动的恢复)会导致更高的回购意图,但是当故障是由于技术原因而导致的时候,客户启动的恢复会带来更好的结果。客户错误。对基本机制的进一步调查表明,恢复不一致确认会介导此过程。研究3显示,当员工不在服务区域附近时,在SST发生技术故障后,SST启动的恢复会增强购买意向。这项研究为服务和技术管理提供了重要的管理和理论意义。

更新日期:2020-10-27
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