Exploration of user satisfaction with retail self-service technologies

Abstract

This study examines how various features of a self-service kiosk (SSK) affected consumer satisfaction with the kiosk. Data gathered via an online survey of 84 adults provided insight into what features of retail SSK affected consumer's satisfaction with the kiosk. The Stimulus-Organism-Response (S-O-R) model (Meherabian and Russell, 1974) was used as a framework to analyze the data. Multiple regression was performed to determine the predictive value of the kiosk features effect on consumer's emotional state (pleasure, arousal, dominance) and consumer's satisfaction with the kiosk. Navigation, the kiosk enclosure, ease of use, and usability was shown to have an effect on satisfaction. Pleasure was tested via the Sobel test to determine its mediating value between usability and satisfaction, and was shown to be a positive mediating variable. Implications of this study suggest retailers should focus their efforts on ease of use and software navigation of SSKs.