Abstract

Purpose: This study examined the impact of self-service technology (SST) on customers' continued intention to use banking services, focusing on the LiveBank distribution system in Vietnam. The research aimed to explore how factors such as usefulness, ease of use, cost-saving, self-control, and customer readiness influence the sustained adoption of hybrid SST systems that combine automation with human interaction. Research design, data, and methodology: A structured survey gathered data from 473 banking customers with LiveBank experience. The measurement and structural models were analyzed using Partial Least Squares Structural Equation Modeling through SmartPLS software. Results: Results showed that customer readiness had the most substantial direct effect on the continued intention to use LiveBank, followed by perceived usefulness. Ease of use significantly influenced usefulness and readiness, while cost-saving and self-control had meaningful, though negligible, impacts on readiness. The mediating effects analysis revealed significant indirect relationships, with the strongest path being ease of use through usefulness to customer readiness. Conclusions: The research concluded that hybrid SST systems improve customer adoption by balancing technological efficiency with human support. These findings contribute to the theoretical understanding of SST adoption and offer practical guidance for implementing hybrid banking systems in emerging markets, particularly in the context of Vietnam's rapidly evolving digital banking landscape