...Valentina Stan; George Baltas; Florence Pourot-Feenstra Purpose The purpose of this empirical study is to consider the interaction of self-service technologies (SSTs) with retail customers, exploring how retail customers perceive SST value and how this value affects their choice confidence when...

... of contact between retailers and consumers. However, consumers also give value to the human interactions in the service channels. The previous studies do not conclusively indicate the best balance of digital and human services. The purpose of this paper is to understand consumer-facing in-store services...