Consumer's Intention to Use Self-Service Technology to Do More with Less

Self-service technologies (SSTs) are electronic interfaces that let users generate services without the assistance of a direct service representative. Many in-person service encounters are being replaced by self-service technology in an effort to improve the accuracy, convenience, and speed of service transactions. SST is the most adopted method and an alternative to traditional technology in this modern era. For example, a self-service laundry shop that is open 24 hours a day, an ATM machine, and a robot that serves as a waiter are among the few SSTs that are available to make our lives easier. This study aims to investigate consumers' intentions to use self-service technology. A sample of 200 respondents is drawn using a simple random sampling technique. Four important variables, namely perceived ease of use, perceived usefulness, brand image, and promotion stand as a basis for the research framework and these variables are analysed using correlation and multiple regression analysis. The findings from this research will help government and policymakers to assess the impact of consumer’s intention enabling them to develop supportive policies and programs. These initiatives can enhance the marketing capabilities of a company, to promote and contribute to the economic growth of the country. For instance, policymakers can provide financial resources or training programs to small and medium-sized enterprises, empowering them to invest in self-service technology to enhance their financial returns.