Determinants of satisfaction and continuance intention towards self-services technology of a South African company in the pay television industry .

Abstract

This paper evaluates the determinants of satisfaction and continuance intention towards usage of self-services technology of a company in the pay television industry. To date, several empirical studies on self-service technologies (SSTs) adoption have been conducted, but there is insufficient research that explores the underlying factors that influence long-term continued usage and assessment of SSTs (Chen, Chen, & Chen, 2009). This study will aim to add to the body of literature that investigates the determinants of satisfaction and continuance intention in a self-services context. The Expectation confirmation model of continued IT usage, model was empirically tested, using data from 274 users in South Africa. Both perceived usefulness and satisfaction were identified as significant determinants of continued self-services usage intention. In addition, the saliency of perceived usefulness was reported to be stronger than that of satisfaction. The study also confirmed that confirmation and not perceived usefulness has the primary effect on satisfaction. Finally, confirmation of expectation was identified to have a key impact on perceived usefulness. The findings provide key insights to organisations looking to maximise the self-service technologies continuance intentions of users. Not only do organisations need to develop good software, they also need to ensure that users are adequately supported during technology use. In addition, as satisfaction was significantly impacted by the level of support, organisations should consider offering additional support in the form of training material and frequently asked questions.