Determining SST Satisfaction and SST Loyalty through SST User Characteristics: The Mediating Role of Co-creation Experience

Abstract

The objective of the study is to empirically investigate the relationship between SST (self-service technologies) user characteristics, co-creation experience, SST satisfaction, and SST loyalty. Here SST user characteristics (technology innovativeness and technology optimism are independent variables, SST satisfaction, and SST loyalty are dependent variables and co-creation experience (cognitive experience, hedonic experience, and pragmatic experience) is the mediating variable. The population of the study is mobile banking application users in Pakistan. Data is collected through self-administrated survey questionnaire from 410 respondents. Partial Least Square Structural Equation Modeling (PLS-SEM) is employed for data analysis. Results found the positive significant relationship between SST user characteristics and SST satisfaction, and SST loyalty. Study also confirms the positive significant relationship co-creation experience and SST satisfaction, and SST loyalty. Further, Results found the full mediation of co-creation experience between technology innovativeness and SST satisfaction, and SST loyalty and partial mediation between technology optimism and SST satisfaction, and loyalty. This study adds several academic and practical contributions for SST providers. The limitations and future research directions are also given in the study.