Users' Attitudes towards Self-Service Technologies (SSTs): The Role of Demographic Factors

In the contemporary business environment, many companies in Central and Eastern Europe (CEE) have adopted self-service technologies (SSTs), moving away from traditional face-to-face interactions. Although numerous studies examine the factors that shape users’ attitudes towards SSTs, the extant literature primarily focuses on the impact of specific individual and technological factors. In addition, a predominant emphasis is placed on SSTs for hotels, restaurants, and retail stores. To bridge these gaps, this research explores the effect of demographic factors on Bulgarian users’ attitudes towards SSTs at filling stations. The methodology employed consists of a review of the existing literature on SST-related attitudes and a quantitative analysis, for which data were collected via a web-based self-administered questionnaire. Results reveal that younger individuals attribute higher convenience to SSTs than persons of greater age. Unexpectedly, advanced age is associated with lower SST anxiety and heightened SST readiness. Additionally, females demonstrate greater SST apprehension and reduced SST readiness compared to males. Notably, education plays a role as well, suggesting that individuals with a Bachelor’s degree exhibit escalated SST anxiety and diminished SST readiness in comparison to those with secondary education. The originality of this paper lies in the fact that it attempts to add substantial new knowledge to understanding the interplay between demographic variables and select individual and technological factors. By virtue of this, the study highlights another important dimension in the process of designing and implementing SSTs – shaping user experiences that cater to demographic differences so that user acceptance can be reinforced. <br />Implications for Central European audience: From a social perspective, this study offers valuable insights for the development of user-centric self-service solutions. By gaining comprehension of users’ attitudes towards SSTs, technology providers could tailor their offerings to meet diverse user preferences, thus allowing for the enhancement of user experiences and promotion of wider SST acceptance. In an economic context, the research allows filling stations to make informed decisions regarding the integration of such solutions, potentially leading to operational cost reduction and improved service efficiency. This could translate into lower consumer prices/higher profits.