Causal attributions on service outcomes by self-service technology users
Abstract
Self-service technologies (SSTs) such as ATMs, automated hotel checkout, and banking by telephone are becoming more prevalent as a way to replace the traditional human service option. However, a lot of issues underlying consumer interaction with SSTs are unknown. This study was designed to explore consumers' psychological responses after their use of SSTs. Specifically, this study investigated how consumers attributed reasons for their success or failure with SSTs, and how such attributions affected their service evaluations. The self-serving bias theory, which describes the propensity of individuals to take credit for a success instead of a failure, served as the theoretical framework for hypothesis development. A scenario and questionnaire approach was used. Data were collected through an Internet survey sent to randomly selected students from a large Midwestern university. Quantitative analyses revealed that SST users tended to ascribe the reasons to be more internal, stable and controllable for a positive service outcome than for a negative service outcome. In addition, the results showed that SST users assigned the causes to be more internal and controllable for a neutral outcome than for a negative outcome. Overall, the findings were consistent with the self-serving bias theory. Also, this study compared the satisfaction level between SST users and consumers served by company employees. The results showed that when a service outcome was positive, SST users were less satisfied with the company than those served by employees. On the other hand, when a service outcome was negative, SST users were as satisfied as those served by employees. Findings of the study provided new insight on attribution research and SST research. The results provided evidence that the self-serving bias existed when consumers used SSTs. Also, the results revealed the relevance of two other dimensions – stability and controllability – to self-serving bias in addition to its traditional dimension of locus of causality. Thus, the study expanded the horizon of the self-serving bias theory. From the managerial point of view, the results could help managers plan strategies to implement and manage the self-service option, and increase consumer service evaluations.
Degree
Ph.D.
Advisors
DeVaney, Purdue University.
Subject Area
Marketing
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