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

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorFalk, Tomas
dc.contributor.advisorKajalo, Sami
dc.contributor.advisor
dc.contributor.authorAgapi, Ancuta
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2017-11-13T14:48:09Z
dc.date.available2017-11-13T14:48:09Z
dc.date.issued2017
dc.description.abstractSelf-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.ethesisid16040
dc.format.extent70
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/28716
dc.identifier.urnURN:NBN:fi:aalto-201711137550
dc.language.isoenen
dc.locationP1 Ifi
dc.programmeMarketingen
dc.subject.heleconmarkkinointifi
dc.subject.heleconpalvelutfi
dc.subject.heleconvirhefi
dc.subject.heleconteknologiafi
dc.subject.heleconitsepalvelufi
dc.subject.heleconpalvelumuotoilufi
dc.subject.keywordservice failureen
dc.subject.keywordself-service technologiesen
dc.subject.keywordattribution theoryen
dc.subject.keywordcoping with failureen
dc.subject.keywordSSTsen
dc.subject.keywordSST failureen
dc.subject.keywordtechnology failureen
dc.subject.keywordservice design failureen
dc.subject.keywordservice process failureen
dc.subject.keywordlocus of attributionen
dc.subject.keywordcoping strategiesen
dc.subject.keywordstress managementen
dc.subject.keywordPLS SEMen
dc.titleCustomers’ reactions to self-service technology failure: attributions of blame and coping strategiesen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
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