The impact of self-service technologies on customer engagement in Nigerian fuel stations: exploring the roles of corruption mitigation and trust

Purpose This study aims to investigate the impact of customer willingness to adopt self-service technologies (SST) in the Nigerian fuel station context. Specifically, it explores the interplay between corruption mitigation at fuel stations, customer trust and customer intimacy in shaping the attitudes towards SST adoption. Design/methodology/approach The research employs a quantitative approach; partial least squares structural equation modelling (PLS-SEM) software was conducted using an online survey sample of 233 participants from Nigeria. Findings The research reveals that customer willingness to use SST positively correlates with customer trust, corruption mitigation and customer intimacy when introduced at fuel stations. However, as anticipated by the study, corruption mitigation at fuel stations and customer trust significantly mediate the relationship between willingness to use SST and customer intimacy. This suggests that an increase in customers’ willingness to use SST at a fuel station not only enhances the chances of mitigating corruption but also strengthens customer trust. Originality/value This study contributes to both academic understanding and practical implications. It advances the literature on technology adoption by exploring the unique context of Nigerian fuel stations. The study’s originality lies in its examination of these dynamics within a specific cultural and operational setting, presenting valuable knowledge for both researchers and fuel station managers seeking to improve customer experiences and service quality.