CUSTOMER SATISFACTION TOWARDS SELF-SERVICE TECHNOLOGY: A SYSTEMATIC LITERATURE REVIEW

This study explores customer satisfaction with self-service technology and identifies the important factors that motivates the customers to adopt these technologies. SST means a variety of automated services that allow customers to complete tasks independently without service employees interaction. The growing prevalence of SST in various service sectors such as: retail, airports, hospitality and banking emphasize the importance to understand customer perceptions and the factors that influence technology acceptance. For the success of self-service technologies customer satisfaction is key variable for the marketers which further depends on customer experience in technological environment. The factors such as: ease of use, speed, trust has ability to meet customer expectations consistently emerge as critical to enhancing satisfaction. In this present research a systematic literature review was carried out from 2015-2022 by using database search. We hope that this literature review provides more insights about the importance of customers satisfaction for the success of new technologies in developing nations like India.