n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The flow construct and Self-Service Technologies : an exploratory study

Volume 14, Issue 1
  • ISSN : 1019-567X



Self-Service Technologies (SSTs) are rapidly changing the traditional service encounter by changing the way services arc delivered. Marketers need to recognise that this change requires that traditional marketing views be revamped in order to function effectively and create value in this context. Csikszentmihalyi's (1977) flow construct was adapted to incorporate the robust Technology Readiness Index (TRI) developed by Parasuraman (2000), in order to provide a new approach to understanding SST interactions. Results demonstrated support for the applicability of the flow construct and its proposed relationships with TRI. Furthermore, the flow state was found to obtain highly desirable consequences, including satisfaction with the interaction and return intentions.

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