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Title: Customer self-efficacy in self-service technology: assessing between- and within-person differences
Authors: van Beuningen, Jacqueline
de Ruyter, Ko
Wetzels, Martin
Issue Date: 2009
Publisher: Sage
Source: JOURNAL OF SERVICE RESEARCH, 11(4). p. 407-428
Abstract: Firms increasingly offer customers the opportunity to coproduce self-service using online technologies. This requires novice customers to adopt a new role and engage in information search. This is particularly challenging in complex, high-risk services, such as online investment trading. Actively managing customers' task-specific self-confidence, or self-efficacy, in these types of technology-based self-service (TBSS) may convert novice customers into regular users and thereby increase return on investments. The authors show that self-efficacy increases novice customers' financial performance perceptions, service value evaluations, and future usage intentions. During online information search, novices focus on credibility and argument quality cues to determine their self-efficacy. The effects differ across information sources; third-party credibility and firm argument quality are most influential. Moreover, when consumers are highly engaged in their self-service role, the impact of credibility is strengthened, whereas that of argument quality is attenuated.
Keywords: self-efficacy, self-service, credibility, argument quality, engagement
Document URI:
ISSN: 1094-6705
e-ISSN: 1552-7379
DOI: 10.1177/1094670509333237
ISI #: 000265446000007
Category: A1
Type: Journal Contribution
Validations: ecoom 2010
Appears in Collections:Research publications

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