Customers’ reactions to self-service technology failure: attributions of blame and coping strategies

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Falk, Tomas
dc.contributor.advisor Kajalo, Sami
dc.contributor.advisor Agapi, Ancuta 2017-11-13T14:48:09Z 2017-11-13T14:48:09Z 2017
dc.description.abstract Self-service technologies (SSTs) are transforming the way a service is produced and delivered to its customers. The role of the customer changes from a passive receiver to an active producer of his own service. When a SST fails, there are no service employees around to immediately recover the service outcome. This paper seeks to understand how customers react when they experience SST failure and who they hold accountable for the failure, considering their high involvement in the co-creation process. The current research is based on an online experimental design, where 3 types of SST failure: technology, process and design, from 2 industries: airlines and active footwear, were manipulated. The scenarios were followed by a web survey that measured customers’ attributions of blame for the failure as well as their coping strategies. A sample of 374 responses was gathered and analyzed using PLS-SEM. The research findings show that customers hold the company responsible when they experience technology failure or design failure. When the attribution is external, SST users tend to confront the company or disengage with the service. In the case of a process failure, customers tend to take on more responsibility for the faulty outcome than in the other 2 SST failure types. Internal attribution links with coping mechanisms such as planful problem solving, acceptance and disengagement. The findings have important implications for service managers. First of all, companies need to understand the different phases where a SST can fail and plan for more thorough and complete design of their services. Also, relevant recovery strategies should be implemented according to the attribution type and to the coping mechanisms applied by customers. The originality of the current research stays in the novel approach of investigating failure in a new and emerging service context: self-service technologies. Moreover, customers’ reactions to 3 types of SST failure (technology, process, design) is researched with the help of attribution theory and coping strategies, taken from the theory of stress and coping. en
dc.format.extent 70
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Customers’ reactions to self-service technology failure: attributions of blame and coping strategies en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword service failure en
dc.subject.keyword self-service technologies en
dc.subject.keyword attribution theory en
dc.subject.keyword coping with failure en
dc.subject.keyword SSTs en
dc.subject.keyword SST failure en
dc.subject.keyword technology failure en
dc.subject.keyword service design failure en
dc.subject.keyword service process failure en
dc.subject.keyword locus of attribution en
dc.subject.keyword coping strategies en
dc.subject.keyword stress management en
dc.subject.keyword PLS SEM en
dc.identifier.urn URN:NBN:fi:aalto-201711137550
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.subject.helecon markkinointi fi
dc.subject.helecon palvelut fi
dc.subject.helecon virhe fi
dc.subject.helecon teknologia fi
dc.subject.helecon itsepalvelu fi
dc.subject.helecon palvelumuotoilu fi
dc.ethesisid 16040
dc.location P1 I fi

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