The advance of information technology means that conventional face-to-face services are being replaced with innovative Self-Service technology(SST) such as airline ticket machines, automated teller machines, and online shopping services. SST allows customers to help produce their own service encounters via machine interaction rather than by interacting with a service personnel.
The current study aims to investigate the influence of customer readiness on service quality and customer value in SST. Specifically, the aim is to propose that high customer readiness will have positive influence on service quality and hence increase perceptions of customer value associated with SST.
In addition, the current study aims to propose that the customer value is key mediator between service quality and customer satisfaction which is positively related to reuse intention and word-of-mouth.
A survey was conducted to collect data from 245 experienced users of internet shopping, and propositions were tested. Confirmatory factor analysis and multiple analysis of covariance fully supported all of 15 hypotheses. A set of managerial implications and recommendations is provided.