The impact of self‐service versus interpersonal contact on customer–brand relationship in the time of frontline technology infusion

Abstract In response to the widespread utilization of contact‐free technology in service interactions, this study compares the tradeoffs between self‐service technology and interpersonal contact by demonstrating the mediating effects of social comfort and perceived empathy, which eventually impact the overall brand evaluation. Specifically, this study reveals social comfort as an underlying mechanism behind digital customers' preference for self‐service technology over interpersonal contact. Also, it recognizes that the relational cost of self‐service technology is its lack of empathy with customer needs and that the benefit of human contact is a fulfillment of the consumer need for caring. This study further reveals the moderating role of the service provider's persuasive intent that can increase the benefit and reduce the drawback of interpersonal contact.