Customer Retention Methods in Automated Self-Service Technologies

Аннотация

This study aims to systematize existing OPEN ACCESS theoretical and empirical data on customer retention SUBMITED 28 March 2025 ACCEPTED 21 April 2025 methods in SSTs, focusing on a range of factors PUBLISHED 28 May 2025 (convenience, trust, technological readiness, control, VOLUME Vol.07 Issue 05 2025 customer-to-customer interactions, and service CITATION recovery). Automated self-service technologies (SSTs) Kapustina are becoming increasingly prevalent across various COPYRIGHT industries, yet ensuring long-term customer retention © 2025 Original content from this work may be used under the terms in these channels remains a significant challenge for of the creative commons attributes 4.0 License. businesses. The research was conducted as a systematic review of scholarly sources, including peer- reviewed articles indexed in international scientific databases. The analysis indicates that isolated measures (such as interface improvements or faster transaction speeds) rarely yield sustainable effects unless supported by mechanisms that foster trust, ensure security, and provide prompt compensation in the event of failures. The identified interdependence between convenience and trust underscores the need for a comprehensive approach to customer retention: even when convenience is high, users may abandon SST if they harbor doubts about the system’s security. A novel and important contribution of this work is its detailed examination of the role of customer-to- customer interactions, wherein positive and negative feedback from other consumers significantly influences the behavior of potential users. Practical implications include the opportunity for companies to optimally allocate resources: investing not only in technological upgrades but also in developing training programs, increasing transparency in data handling, and responding swiftly to disruptions. When the appropriate conditions are met, social outcomes include increased user satisfaction and engagement, though this also heightens demands for the accessibility The American Journal of Management and Economics Innovations 99 https://www.theamericanjournals.com/index.php/tajmei of digital services to diverse population groups. fostering user loyalty. To achieve this goal, a systematic Consequently, this work contributes to confirming and review of academic literature was undertaken, detailing the multifaceted nature of customer retention comparing findings from different researchers, in automated self-service environments while identifying common trends, and analyzing the statistical identifying factors that can enhance customer loyalty contributions of individual variables to customer and trust in such technologies. retention. This article will be valuable to professionals and Thus, this introduction highlights the relevance of the managers in the retail, banking, aviation, and hospitality topic and justifies the need for studying SSTs from the sectors seeking to optimize self-service processes and perspective of long-term loyalty development. The increase customer loyalty by analyzing the impact of initial information provided demonstrates why interest convenience, control, trust, technological readiness, and in customer retention emerged and how the literature service recovery. substantiates the importance of individual factors. Testing the aforementioned hypothesis (regarding the Keywords: automated self-service technologies, multifaceted nature of retention) and examining the customer retention, trust, technological readiness, synergistic effects of multiple variables formed the basis service recovery, customer-to-customer for further exploration of this topic in the study. interactions, loyalty, automated service channels.