An Assessment of Customer Retention with Self-Service Technologies: A Model Development

Abstract

This paper reviews the literature relating to self service technologies (SST) with the purpose of building an accurate and clear picture of the most important aspects associated with this technology. It also reviews the literature on customer retention using SST. By examining studies of SST, it can be seen that many have examined SST from different perspectives (customers vs. organisations) in different contexts (banks, libraries, airlines, hotels and retailers) and in different cultures and countries (developed, developing). Thus, this chapter, after providing an overview of SST, discusses the topic from the organisational perspective by focusing on areas concerned with the contribution of SST to organisational performance (e.g. profitability, productivity, marketing relationship, service quality and cutting costs). A closer look at these studies clearly reveals the breadth and diversity of studies investigating SST from the customers’ perspective, whereby it is noteworthy that the majority have focused on examining the usage patterns of SST (e.g. behavioural intention, usage behaviour, adoption, future intention). Finally, this chapter examines the use of SST in banks to retain customers as well as the profitability of customer retention.