Self service technologies (SST’s) are increasingly being installed for consumer use in filling stations, banks, government offices and transportation settings. A varying portion of consumers resist technology as they are unfamiliar and uncomfortable with its use. Facing the singular option of an electronic, automated service they negotiate the service reluctantly or not at all. Conversely, there are others who prefer self-service finding it simple, liberating and pleasurable.
With ample previous research regarding dimensions of service and service quality with recent exploration of the rise of technology and implications for service, researchers have encouraged the extension of their study to other cultures. In late 2007, self service check-in kiosks were installed and web check-in was added as additional service options in some airports within China. As Chinese innately value relationships and personal service, it is important to explore how Chinese travelers now respond to self service check-in. Research regarding this subject has not been published in literature.
The case study method was utilized as was appropriate for exploratory qualitative research. Within interviews, the Critical Incident Technique was also incorporated in gaining insight into passenger response and industry personnel’s perceptions of the facilitators and impediments to Chinese passenger use of airport check-in self-service technologies.

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