Giving back the “self” in self service: customer preferences in self-service failure recovery

Abstract

Purpose

When a failure occurs with a self-service technology (SST), do customers want to give back the “self” in self-service? The authors explore employee’s role in a self-service failure and how the presence of other customers can change that role. Specifically, they examine how the self-monitoring of customers behavior during a failure can change recovery preferences.

Design/methodology/approach

Data were collected from customers of a movie self-service ticket kiosk and a grocery self-checkout. Three experiments were conducted.

Findings

Results from these studies find that customers want employees to fully take over a transaction after a failure if it takes place in isolation. If other patrons are present or waiting in line, then customers prefer the employee to simply correct the problem and let them complete the transaction. Finally, the servicescape along with the presence of other customers in a self-service area can induce self-monitoring behaviors and alter optimal recovery strategies.

Research limitations/implications

These findings have implications on the appropriate amount of recovery assistance customers need in a self-service experience.

Practical implications

This research reveals the social and functional complexities associated with executing a satisfactory SST failure recovery, particularly with respect to determining the extent to which the employee or customer should control the attempt.

Originality/value

This is the first study to examine the employee’s role in a self-service failure. While other studies have examined customers’ intentions in a self-service failure, authors examine how a service provider can assist in the recovery of a self-service failure.

Citation

Collier, J.E., Breazeale, M. and White, A. (2017), "Giving back the “self” in self service: customer preferences in self-service failure recovery", Journal of Services Marketing, Vol. 31 No. 6, pp. 604-617. https://doi.org/10.1108/JSM-07-2016-0259