Transforming public service delivery through self-service technologies: insights on citizens’ reuse intention, user experience and design characteristics

Purpose This study aims to investigate the determinants of reuse intentions (RIs) of self-service technologies (SSTs) for public/government services, extending the unified theory of acceptance and use of technology (UTAUT) by examining mechanisms and conditions that influence the relationship. Design/methodology/approach A survey involving 436 participants drawn from Ghanaian citizens with prior experience of SSTs in accessing government services was used to test the proposed model. The data was analyzed using partial-least squares structural equation modeling with SmartPLS software. Findings The results show that three SST attributes (performance expectancy, effort expectancy and facilitating conditions) significantly predict RIs, while social influence (SI) has no significant effect. User experience (UE) serves as a critical mediator in the link between all SST attributes and RIs, except for SI. However, privacy protection and user support do not significantly moderate the relationship between UE and RI. Practical implications The findings call for policymakers to institutionalize human-centric design in digital services policies, co-create self-service platforms with citizens and improve inclusivity and usability. A coordinated approach to digital infrastructure, integrating citizen data systems, aligning government agencies and embedding trust-building mechanisms, is essential to elevate citizens’ experience and drive sustained usage of these technologies. Originality/value By integrating UTAUT predictors with design features and experiential value as key explanatory and condition variables in the model, the study provides novel theoretical insight on the drivers and outcomes of SSTs in public sector management.