EXAMINING HOW SELF-SERVICE TECHNOLOGY SHAPES CUSTOMER SATISFACTION AND LOYALTY IN ZAMBIA’S PAY-TV INDUSTRY

Abstract

This study examines how self-service technology (SST) service quality shapes customer satisfaction and loyalty in Zambia’s pay-TV industry, a context where empirical evidence on digital service experiences remains limited. Grounded in Expectation Disconfirmation Theory and the Technology Readiness and Acceptance Model (TRAM), the study adopted a positivist approach and cross-sectional survey design, collecting data from 410 pay-TV subscribers. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in Jamovi to evaluate both measurement and structural models.

The findings revealed that SST service quality dimensions, functionality, security, design, assurance, enjoyment, and customisation significantly enhance customer satisfaction, which in turn strongly predicts customer loyalty. The model demonstrated substantial explanatory power, accounting for 68% of the variance in customer satisfaction (R² = 0.680) and 75.9% in customer loyalty (R² = 0.759), with acceptable model fit (RMSEA = 0.089; SRMR = 0.056). Customer satisfaction also played a mediating role in translating SST experiences into sustained loyalty. The study highlights the strategic importance of delivering reliable, user-friendly, and personalised digital platforms to strengthen retention and competitive advantage in subscription-based services.