Self-Service Technologies: Identifying Potential Future Avenues for Indian Service Sector

In today's world, technology is used almost exclusively. Self-services are one facet of technology advancement that service providers are embracing more and more in an effort to make workers' duties easier, encourage customers to do services on their own, and—most importantly—keep a step ahead of rivals. The growing potential of SSTs makes it more crucial than ever for service providers to take into account how their clients react to these SSTs. The study also attempts to identify gaps in the literature and propose prospective areas for future research in SSTs, specifically in the context of the Indian service sector, by performing an extensive literature review on consumer-related factors of SSTs. Through a comprehensive analysis of prior literature, the author identified areas of SSTs that remain unexplored and hence require additional investigation, particularly in the Indian service industry. Drawing from the insights gained from the literature review, the study presents a model that identifies the primary barriers that customers face when attempting to use SSTs. Additionally, it offers managers specific recommendations for fostering and sustaining a positive customer experience with SST use.