This study aims to systematize existing theoretical and empirical data on customer retention methods in SSTs, focusing on a range of factors (convenience, trust, technological readiness, control, customer-to-customer interactions, and service recovery). Automated self-service technologies (SSTs) are becoming increasingly prevalent across various industries, yet ensuring long-term customer retention in these channels remains a significant challenge for businesses. The research was conducted as a systematic review of scholarly sources, including peer-reviewed articles indexed in international scientific databases. The analysis indicates that isolated measures (such as interface improvements or faster transaction speeds) rarely yield sustainable effects unless supported by mechanisms that foster trust, ensure security, and provide prompt compensation in the event of failures. The identified interdependence between convenience and trust underscores the need for a comprehensive approach to customer retention: even when convenience is high, users may abandon SST if they harbor doubts about the system’s security. A novel and important contribution of this work is its detailed examination of the role of customer-to-customer interactions, wherein positive and negative feedback from other consumers significantly influences the behavior of potential users.

Practical implications include the opportunity for companies to optimally allocate resources: investing not only in technological upgrades but also in developing training programs, increasing transparency in data handling, and responding swiftly to disruptions. When the appropriate conditions are met, social outcomes include increased user satisfaction and engagement, though this also heightens demands for the accessibility of digital services to diverse population groups. Consequently, this work contributes to confirming and detailing the multifaceted nature of customer retention in automated self-service environments while identifying factors that can enhance customer loyalty and trust in such technologies.

This article will be valuable to professionals and managers in the retail, banking, aviation, and hospitality sectors seeking to optimize self-service processes and increase customer loyalty by analyzing the impact of convenience, control, trust, technological readiness, and service recovery.

automated self-service technologies, customer retention, trust, technological readiness, service recovery, customer-to-customer interactions, loyalty, automated service channels

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