In the modern world, self-service technologies (SST) have been implemented in the service industry. There are various types of SST services such as telephone-based technologies, online banking, internet-based interfaces etc. (Yen, 2005). Despite this huge rise in SST, it cannot be simply assumed that SST’s are always better than traditional services. As any other service, SST comes with its failures and disappointments (Shamdasani et al, 2008, Dimitriadis & Kyrezis, 2011, Dabholkar & Spaid, 2012). Service failures may occur in all services, as well as SST. It is known that service failure recoveries (SFR) are extremely important for organisations in order to retain existing customers and to keep up good image of the business. SFR systems are also a vital part of SSTs (Buell et al, 2010; Oghazi et al, 2012; Beatson et al, 2006; Yen, 2005; Beatson et al, 2007). This paper examines SFR within SST context and how it related to overall customer’s satisfaction in any business. It is important to understand the issues that are raised about SST and get managers of organisations who provide SST to help customers by providing various failure recoveries.
One of the topics that have been focused on by multiple researchers is the role of customer complaints in SFR while using SST. Meuter et al (2000), Girman et al (2009), Robertson et al (2011), and Roberson & Shaw (2009) explore the relationship between customer complaints in SFR while using SST. The four studies examine the relationships that influence customers’ likelihood of voice’ in SST context. The authors look at the following issue within different industries who use SST. Meuter et al (2000), Robertson et al (2011), and Roberson & Shaw (2009) do empirical studies in order to obtain their data and analysis while Girman et al (2009) only rely on other researcher’s data to obtain their conclusion. All of the researchers hypothesise that there is a positive relationship between having customer complaints while undergoing service failures in SST and customers’ perceptions of SST. The findings of Meuter et al (2000), Girman et al (2009), Robertson et al (2011), and Roberson & Shaw (2009) show that there is a significant relationship between customer complaints while experiencing a service failure in using STT and customers’ satisfaction with the following SST. Robertson & Shaw (2009) and Meuter at al (2000) also found that ease of voice mediates the relationship between customers’ perceptions of likelihood of voice success and their likelihood of voice behaviour. Meuter et al (2000), Girman et al (2009), Robertson et al (2011), and Roberson & Shaw (2009) found that having customers complain during a service failure while using SST can contribute to better SFR and therefore increase customers’ satisfaction with SST and organisation as a whole.
A second issue that was found in the articles studied is the role of customer’s emotions in experiencing service failures while using SST.
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