Consumer-to-store employee and consumer-to-self-service technology (SST) interactions in a retail setting

Purpose – The purpose of this paper is to understand the underlying mechanism of how consumer-tostore employee and consumer-to-self-service technology (SST) interaction qualities contribute to consumer retail patronage. Design/methodology/approach – A total of 300 surveys for each type of in-store kiosk were used for the data analysis. The proposed model was analysed using structural equation modelling. Findings – This study suggests a direct link from SST usage frequency to perception of SST service quality. Also, retail patronage intentions were positively influenced by both interpersonal service quality and SST service quality, and SST usage intentions were positively affected by retail patronage intentions. Lastly, three causal links were shown to be dissimilar between the two types of in-store kiosk: interpersonal service quality-retail patronage intentions, SST service quality-retail patronage intentions, and SST service quality-SST usage intentions. The remaining links were similar for both types of in-store kiosks. Originality/value – Previous empirical work on this topic has mostly been limited to investigations of service quality of either a human- or a technology-based service option. In contrast, the current study incorporates both interpersonal service quality and SST service quality as critical factors affecting retail patronage intentions and thus provides an important opportunity to advance the understanding of consumer-to-store employee and consumer-to-SST interaction qualities and their contribution to consumer retail patronage.