Research co-authored by the assistant professor of marketing examines the situational influences on customers’ self-service technology decisions.
Alisha Horky, assistant professor of marketing in the Martha and Love School of Business, co-authored the paper titled, “Why the little things matter: Exploring situational influences on customers’ self-service technology decisions,” which was published in the Journal of Business Research.
Horky and co-authors Joel Collier, Robert Moore and Melissa Moore explored situation influences on a customer’s decision to approach or avoid a self-service technology.
The paper was presented at the Society for Marketing Advances Conference and won best paper in its track.
The paper’s abstract reads:
“The bulk of self-service research has focused on customers’ static attitudes toward the technology while failing to note that situational influences can often have just as much, if not more, influence on a customer’s decision to approach or avoid a self-service technology (SST). Exploring the importance of these situational influences, the authors conceptualize and empirically test a model of situational influences on customers’ perceived time pressure, shopping effectiveness, and attitude toward using an SST. The results of a national panel database study found that during the SST transaction, four situational variables—order size, wait-time tolerance, location convenience, and employee presence—all had a strong influence in customers’ SST decisions. Managerial implications are provided about the importance of accounting for situational influences in the adoption and implementation of SSTs going forward.”