The role of autonomy, competence and relatedness in motivation to use self-service technology (SST) among customers with difficulties in SST

Purpose Understanding customers’ experiences with self-service technology (SST) is of high importance to service research. Previous research, however, has mainly focused on customers who are adept in using SST services. This study aims to provide insights into the under-researched field of the experiences of customers’ with difficulties in using SST. Design/methodology/approach Drawing on self-determination theory, the role of motivational aspects in SST usage behavior is proposed. A model involving perceived needs and intrinsic motivation is developed and empirically tested in a survey among 213 American customers with difficulties using SST in restaurant service settings. Findings The results show that customers’ perceived competence strongly influences their motivation to engage with SST, followed by autonomy and relatedness. Results also find the positive and significant impact of intrinsic motivation on satisfaction and behavioral intentions. Finally, multi-group analysis is performed to examine differences between customers with low and high technology anxiety. Results show that perceived autonomy and competence from SST usage are strong indicators among customers with low technology anxiety, and that relatedness is a major determinant of intrinsic motivation among customers with high technology anxiety. Originality/value As a neglected area of research has been in customers who have difficulty in using SST, the findings of this study provide useful guidelines to address customers’ difficulties in using SST.