Assessing the Influence of Self-service Technology on WOM: The Role of Customer Satisfaction

Abstract

This study extends the Technology Acceptance Model (TAM) by investigating the impact of self-service technology (SST) on customer satisfaction and word-of-mouth (WOM). Utilising a quantitative methodology, the study targeted individuals with direct SST experience, specifically hotel guests in Ghana using online services. A sample of 350 valid responses underwent rigorous cleaning procedures. The findings suggest that the perceived functionality of SST significantly influences customer satisfaction, impacting their likelihood of engaging in positive WOM. The study contributes empirical insights valuable for businesses seeking to enhance customer experiences in the era of self-service technologies, particularly in the hospitality industry. Future research directions emphasise the need for managers to focus on SST constructs and encourage longitudinal studies to explore consumer perceptions, personalities, and user experiences with SSTs. � The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.