Understanding how technology paradoxes affect customer satisfaction with self‐service technology: The role of performance ambiguity and trust in technology

Abstract This study examines the role of consumer technology paradoxes within the context of self‐service technology and the routes by which these paradoxes influence customer satisfaction evaluation. Analysis of survey data from online banking customers indicates that three paradoxes operate in this context: control/chaos, fulfill needs/create needs, and freedom/enslavement. The study reveals further that the effects of these paradoxes on customer satisfaction are mediated by consumer performance ambiguity and consumer trust in technology. Theoretical and managerial implications of consumer paradoxical experiences for technology‐based services are discussed. © 2008 Wiley Periodicals, Inc.