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Journal of Service Research
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Customer Self-Efficacy in Technology-Based Self-Service

Assessing Between- and Within-Person Differences

Jacqueline van Beuningen

Maastricht University, the Netherlands

Ko de Ruyter

Maastricht University, the Netherlands

Martin Wetzels

Maastricht University, the Netherlands

Sandra Streukens

Hasselt University, Belgium

Firms increasingly offer customers the opportunity to coproduce self-service using online technologies. This requires novice customers to adopt a new role and engage in information search. This is particularly challenging in complex, high-risk services, such as online investment trading. Actively managing customers' task-specific self-confidence, or self-efficacy, in these types of technology-based self-service (TBSS) may convert novice customers into regular users and thereby increase return on investments. The authors show that self-efficacy increases novice customers' financial performance perceptions, service value evaluations, and future usage intentions. During online information search, novices focus on credibility and argument quality cues to determine their self-efficacy. The effects differ across information sources; third-party credibility and firm argument quality are most influential. Moreover, when consumers are highly engaged in their self-service role, the impact of credibility is strengthened, whereas that of argument quality is attenuated.

Key Words: self-efficacy • self-service • credibility • argument quality • engagement

Journal of Service Research, Vol. 11, No. 4, 407-428 (2009)
DOI: 10.1177/1094670509333237
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