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The purpose of this study is to examine the influence of positive and negative emotions on behavioral intentions as a consequence of self-service technology evaluation by customers. A cross-sectional survey research design was adopted to collect data from 414 customers of retail banks in an emerging market. Structural equation modeling procedure was performed to test the hypothesized relationships. The findings show that positive evaluation of self-service technology leads to positive emotions and consequently influence affective commitment, cross-buying, and positive word-of-mouth; negative evaluation of self-service technology leads to negative emotions and consequently influence patronage reduction, negative word-of-mouth, and third party complaining.

Self-Service Technology: Examining the Influence of Emotions