Customer service experience for a smart automated coffee vending machine

Abstract

Purpose: This research examined the influence of the service attribute components of a smart automated coffee vending machine on the enjoyment and choice behaviour of customers from the perspective of the Stimulus-Organism-Response paradigm. Design/methodology/approach: To gain an improved understanding of the influential factors that can yield the desired study outcomes, this research employed sufficiency logic and necessity logic to provide insights and practical implications for research. Findings: While this study identified “special benefits” as a sufficient factor to induce both enjoyment and choice behaviour, “interactive experience” and “ease of use” were found to be the fundamental factors for achieving these two desirable outcomes. Originality/value: This research extends beyond the conventional approach of symmetric analysis by incorporating necessary condition analysis to explore the essential conditions necessary for enjoyment and choice behaviours during automated-vending-machine consumption. The smart feature, highlighted by the ‘interactive experience,’ is revealed as one of the necessary factors in fostering enjoyment and influencing consumer choice of beverages from smart automated vending machines.