Journal of the Academy of Marketing Science

, Volume 38, Issue 4, pp 490–509 | Cite as

Examining the influence of control and convenience in a self-service setting

Original Empirical Research


The constructs of perceived control and convenience have been identified in previous qualitative studies of self-service technology (SST) use as important factors; yet empirically their effects are relatively unknown. Based on the theory of planned behavior, this study explores how control and convenience perceptions influence customers’ utilitarian (speed of transaction) and hedonic (exploration) motivations for using an SST. In addition, we explore how trust in a service provider influences customers’ future SST intentions. Two studies were undertaken to assess both users and nonusers’ evaluations of an SST. The results revealed that perceived control and convenience do impact the intentions of customers to use an SST in the future; however, their impact was mediated through the constructs of speed of transaction, exploration, and trust. Increased control and convenience perceptions influenced exploration, trust and speed evaluations, which in turn were associated with stronger perceived value, higher SST satisfaction judgments, and increased SST usage intentions. Managerial implications stemming from the empirical findings are discussed along with directions for future research.


Self-service technology Control Trust Convenience Exploration 


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Copyright information

© Academy of Marketing Science 2009

Authors and Affiliations

  1. 1.Department of Marketing, Quantitative Analysis, and Business Law, College of BusinessMississippi State UniversityMississippiUSA
  2. 2.Department of Marketing & Supply Chain Mgmt., Fogelman College of BusinessUniversity of MemphisMemphisUSA

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