Conceptualizing the ιnfluence of the self-service technology context on consumer voice

Robertson, Nichola and Shaw, Robin 2006, Conceptualizing the ιnfluence of the self-service technology context on consumer voice, Services marketing quarterly, vol. 27, no. 2, pp. 33-50.

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Title Conceptualizing the ιnfluence of the self-service technology context on consumer voice
Author(s) Robertson, Nichola
Shaw, Robin
Journal name Services marketing quarterly
Volume number 27
Issue number 2
Start page 33
End page 50
Publisher Hapworth Press Inc.
Place of publication Binghamton, N.Y.
Publication date 2006-01
ISSN 1533-2969
1533-2977
Keyword(s) consumer voice
self-service technologies
consumer complaining behavior
attribution of blame
venting
complaint communication
Summary The self-service technology (SST) context is characterized by consumer participation in service production and delivery, independent of service personnel; a lack of interpersonal interaction between consumers and service personnel; and consumers being required tointerface and interact with technology. With these features of the SST context in mind, in situations where SSTs fail to perform as promised, some challenges arise: consumers who are dissatisfied do not have the security or reassurance of service personnel to assist them; service personnel do not have the opportunity to prompt consumers to voice their dissatisfaction; and consumers need to initiate their own complaint response. If consumers fail to report their dissatisfaction directly to the organization, organizations will not know that a problem exists and may experience negative consequences such as consumer switching behavior. As reports of consumer dissatisfaction with SSTs become increasingly common, it is important, therefore, to investigate how organizations with SST-based offerings can encourage consumers to voice their dissatisfaction directly to the organization. Although the antecedents of consumer voice are well documented in the interpersonal services context, in the context of SSTs they have been subject to very little conceptual or empirical scrutiny. This paper argues that voice needs to be revisited with respect to SSTs due to their unique characteristics compared to interpersonal services, and presents a conceptual model of the antecedents of consumers' voice behavior in the context of SSTs.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, Hapworth Press
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003882

Document type: Journal Article
Collection: Deakin Graduate School of Business
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