#technology-based

“The negative effects of forced use of TBSS may be offset by offering interaction with an employee as a fallback option when the TBSS fails or when customers need help. For instance, a fall-back option allows customers to call a help desk when experiencing problems with a Web-based interface or to ask a service employee for help in using a kiosk designed for self-service. Chang (2006) found that when customers are provided with recovery options in case of service failure, their sense of freedom of choice is partly restored due to the possibility of escaping an annoying situation. Furthermore, Dabholkar, Bobbitt, and Lee (2003) reported that consumers have a greater willingness to try a TBSS if an employee is available to show the consumer how the automated option works. Finally, Anselmsson (2001) showed that personnel-based support for the use of selfscanners has a positive effect on the perceived service quality of this option. Based on the evidence that consumers are more willing to try a TBSS given the assurance of interaction with an employee as a fall-back option, and that they perceive greater freedom of choice or higher quality in such cases, it seems reasonable to expect that the availability of interaction with an employee as a fall-back option when forced to use a TBSS will lead to more positive attitudes toward using that TBSS and toward the service provider who offers it.”