Cao, Zhongpeng; Xiao, Qian; Zhuang, Weiling; Wang, Lina - In: Journal of Services Marketing 36 (2021) 2, pp. 129-142
Purpose: As self-service technologies (SSTs) become more prevalent, service providers are actively encouraging customers’ involvement with these technologies, sometimes even forcing their customers to use SSTs. This paper aims to examine the influence of the SST-only (vs full-service) mode on...