الفهرس 
The impact of attributions of self-service technology failure on its continued use
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Abstract
Self-service technologies (SSTs), (e.g. Automated teller machines) are reshaping how services are created and provided to their users where they can get their services faster and less costly than full-service settings. However, customers do sometimes encounter service failures during the use of these technologies. This research aims to understand the impact of attributions of five types of service failures in SST that customers make using locus and stability dimensions of attribution theory on their recovery expectancy and their continued use of the technology. Besides, drawing on expectancy theory to study the mediating role of customer recovery expectancy on the impact of attributions of service failures on the continued use of SST.
This study adopted a scenario-based experimental design, where five types of service failures during the use of automated teller machines (ATMs) were manipulated. The described scenarios were followed by an online self-reported survey. Using a convenience sample, 370 responses were gathered online and valid for subsequent statistical analysis using PLS-SEM.
The findings generally reveal that; internal attributions of service failures don’t have a significant positive impact on customer recovery expectancy on continued use of SST. Whereas, external attributions of service failures in SST have a significant negative impact on customer recovery expectancy. Moreover, stable attributions of all service failures in SST have a significant negative impact on customer recovery expectancy on continued use of SST. Furthermore, customer recovery expectancy has a significant positive impact on the continued use of SST. Yet, regarding the locus dimension of service failures, this won’t significantly affect the continued use of SST except for technology-design failure and customer-driven failure. Finally, customer recovery expectancy fully mediates the effect of external attributions and partially mediates the effect of stable attributions of service failures on the continued use of SST.
These findings provide suggestions for service firms, for instance; service firms need to design user-friendly and interactive SSTs with the suitable tools to search for the necessary information to solve SST failures such as (frequently asked questions, Help icons on the SST interface). Research limitations and further research opportunities were suggested as well