Are you a tech-savvy person? Exploring factors influencing customers using self-service technology

Abstract The main purpose of this research is to study the relationship between servicescape and the intention to use self-service technology (SST) using core service and employee service as the moderators and attitude as mediator. The subjects of this research were customers using self-service facilities at banks in Guangzhou, China. Convenience sampling was utilized to survey customers in the bank service outlets; 485 questionnaires were collected. The results show that servicescape has a significantly positive impact on intention to use SST. Attitude toward using SST plays a mediating role in the relationship between servicescape and intention to use SST, while employee service negatively moderates the impact of servicescape on attitude toward using SST. Also, core service negatively moderates the impact of attitude toward using SST on the intention to use SST. This research extends the literature on SST and provides practical information for service enterprises adopting SST.