Self-Service Technologies and Customer Satisfaction: Exploring the Digital Shift in Consumer Experience

Abstract

This study investigates how Self-Service Technologies (SSTs) including kiosks, chatbots, mobile apps, and cashier less systems affect customer satisfaction amid the digital transformation of consumer services. Drawing on recent surveys and empirical studies from 2023–2025, we examine adoption patterns, service quality frameworks like SERVQUAL and e-service models, and the interplay between SSTs and human interactions. The integration of SSTs across industries has transformed the consumer experience by offering increased convenience, speed, and autonomy. This paper investigates the relationship between SSTs and customer satisfaction, exploring how these technologies influence consumer perceptions, behaviors, and loyalty. With the growing digitalization of services, SSTs such as self-checkout kiosks, online banking, mobile apps, and automated customer support have become essential touch points. Through a review of literature and analysis of industry practices, this study highlights the benefits, challenges, and critical success factors in SST implementation. It concludes that while SSTs enhance operational efficiency and customer empowerment, their effectiveness in driving satisfaction depends on usability, reliability, personalization, and human backup support