| Abstract: | The purpose of this paper is to predict self‐service technology (SST) investment from the extents of service innovation capability (SIC) and electronic customer relationship management (e‐CRM) practices. This study proposes a theoretical framework that delineates the relationships among SIC, e‐CRM practices, and SST investment. The results indicate that SIC has positive impacts on e‐CRM practices, which in turn are positively related to SST investment. Moreover, e‐CRM practices have partial mediating effects on the relationships between SIC and SST investment as well as have partial moderating effects on the relationships between SIC and SST investment. © 2018 ASAC. Published by John Wiley & Sons, Ltd. |
