The Role of Other Customers During Self-Service Technology Failure

Seo Young Kim, Seoul National University, South Korea
Youjae Yi, Seoul National University, South Korea
Lack of interpersonal contact is associated with a higher risk of failure of self-service technologies(SST), and thus, participation of other customers is especially meaningful during SST failure. We investigate two antecedents of customer helping during service failures - presence of others and tie strength - and suggest that the motive behind helping is self-centered rather than other-centered.
[ to cite ]:
Seo Young Kim and Youjae Yi (2015) ,"The Role of Other Customers During Self-Service Technology Failure", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 792-792.