Does anthropomorphism influence customers' switching intentions in the self-service technology failure context?

摘要

Purpose - To enhance customer experiences, firms are increasingly adding human-like features to their self-service technology (SST) machines. To that end, the purpose of the present study is to examine customer interactions with an anthropomorphic machine in a service failure context. Specifically, the authors investigate the joint effects of machine voice, an individual's sense of power and the presence of other customers in influencing customers' switching intentions following an SST failure.