Using data collected from 302 firms spanning a wide range of industry sectors, tests a model designed to explain the decision of whether to use or not to use an outside technical consultant when purchasing a big‐ticket, high technology product in the information technology area. The results...

Purpose – The purpose of this paper is to explore situational influences on customers' actual choice between self‐service and personal service and to examine the impact of past experiences on self‐service technology (SST) attitudes and behavior. Design/methodology/approach – A...